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03334 149774 info@precor.com
2015 Precor Incorporated
 healthclubmanagement.co.uk @healthclubmag

APRIL 2016
No 234

Top 20
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on 1,000 US clubs
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To learn more about MYZONEYLVLWmyzone.org or email info@myzone.org 2016 MYZONE. All rights reserved.
USA:  UK: AUS: 
 ED I TO R S L E T T ER

Prevention in the spotlight

%WXLITSTYPEXMSRGSRXMRYIWXSEKIMXWZMXEPP]MQTSVXERXXLEXXLIXRIWW
and medical sectors engage people in preventative healthcare. And now
Public Health England has gifted us an opportunity to do exactly this.

T
hese are the facts: around 40 per cent of all deaths in
England are linked to bad lifestyle choices, and NHS
England spends more than 11bn a year treating illnesses
caused by the effects of bad diet, inactivity, smoking and
alcohol consumption. This is the stark reality of the health crisis in the
UK one thats mirrored in many other countries around the world.
Its never been more critical to engage the public in a
preventative healthcare message; the impact of doing so would
have a dramatic impact both on the nations medical bill and an
ageing populations quality of life. It could also bring a whole new
raison dtre not to mention new members with a long-term
outlook on wellness to the health and fitness industry.
The problem is, preventative healthcare is never an easy topic
to tackle, and thats primarily because people dont generally
want to listen. They already know the health risks of an
unhealthy lifestyle but they enjoy that lifestyle, and the lack of
immediate (or even 100 per cent guaranteed) comeuppance
means theyre willing to risk the odds. Theyll point to their
neighbour whos never exercised, whos smoked all their life
and whos still going strong aged 94 and use that sample of one
as the rationale for not changing their own behaviour.
So bravo to Public Health England for its latest campaign, One
You, which dives headfirst into this challenging topic, targeting
adults and particularly 40- to 60-year-olds with a preventative
healthcare message. The campaign focuses on small lifestyle
changes across seven key areas to improve health and wellbeing:
eating well, sleeping well, being smoke-free, only drinking in
moderation, getting health checks, reducing stress and exercising.
At the heart of the campaign is an online health quiz, and its well
put together: its thorough but not tedious, informative but not dry,
cajoling but not nagging. It balances praise and encouragement with
gentle nudges towards better behaviour, including recommending
apps such as Couch to 5k to support people in developing new
habits. It reinforces much of what we already know, but does so in a
way thats likely to make people think: I should, and could, do that.
On its first day, PHEs One You
health quiz received 364,000 hits.
Theres clearly an appetite for prevention if
its skillfully communicated
Its still early days, but public uptake has been remarkable: on its first
day, the quiz received 364,000 hits. Theres clearly an appetite for
prevention if its skillfully communicated, and this campaign ticks two
important boxes: it gets people to listen, and then it builds on the
message in a way that ensures they dont immediately switch off again.
This is an absolute gift for our sector but true gains will only be
made if both medical and activity sectors use the momentum to
fast-track progress in this vital area, turning interest into action.
Its a shame there wasnt more notice on the timing of the
campaign, so our sector could prepare a strategy to maximise its
impact, but theres still plenty we can do. First and foremost, we must
mobilise all staff with behaviour change expertise, briefing them on the
campaign and preparing them to support consumers in taking the
next step. The One You conversation starter leaflet, designed to help
health professionals discuss the seven areas of lifestyle change with
patients, will be equally valuable to fitness professionals in this regard.
There must then be a concerted effort to engage all those whove
done the One You quiz, taking advantage of this critical moment when
theyre open to discussion. Whether its local press, radio or simply
signs outside the club, gyms must ask: Have you taken the One You
test? and invite people in for a chat. This is a huge opportunity with
the prospect of a comparatively easy win; lets seize it.
Kate Cracknell
Editor
katecracknell@leisuremedia.com
@healthclubkate

T E L : +4 4 ( 0 )14 6 2 4 313 8 5 W W W. H E A LT H C LU B M A N AG E M E N T.C O.U K

H E A LT H C LU B @ L E I SU R E M E D I A .C O M SU B S C R I B E: W W W. L E I SU R E SU B S .C O M

Cybertrek 2016 healthclubmanagement.co.uk April 2016 5

ELEVATE UPGRA
SPRINTING SLED PUSH

W W W.MATRIXF I T N ESS. CO . U K
ADE AUGMENT
HES AGILITY

EXPERIENCE IT LIVE

7 10 APRIL 2016
HALL 6, D22 & E25
 CONTENTS
APRIL 2016

How are
To receive a free digital subscription
to Health Club Management
SIGN UP ONLINE
healthclubmanagement.co.uk/digital
44 clubs faring
in the search
for new sites?

05 60
Editors letter Move with the times
Its vital that we engage the public in Open platforms, personalised plans and
preventative healthcare, and PHEs new boutiques within clubs are just some of
One You campaign gives us a chance to do the trends industry experts are predicting
just that, says Kate Cracknell for 2016. Kath Hudson reports

17 68
38
Letters European leaders
Joining the dots between fitness and rehab, Mrs.Sportys Niels Gronau and Gregor Titze take a look
and creating a community through apps Valerie Bnstrm at the key findings from the latest edition of
on US expansion Leading Operators Fitness in Europe

22 44
72
What makes
News round-up
members unhappy,
Spanish operator Metropolitan unveils Talking point
and what will turn
expansion plans, the UK has a sugar tax Site insight
them into fans?
Cybex partners Williams F1, and will How is the fitness sector faring when it
boutique studios venture outside London? comes to securing good locations for clubs?

37 50
Events calendar Walking alongside
A look at the key upcoming events in the a community
international health and fitness calendar As part of our Gymtopia series, we look at
how one Canadian club is making a long-

38 term difference with its charitable work

PHOTO: SHUTTERSTOCK.COM

Interview
Valerie Bnstrm
The joint CEO of Mrs.Sporty talks to Kate
Cracknell about a new functional training
model and international expansion
56
Under the influence
Social media is everywhere but are you
harnessing the powers of the influencers?

8 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 80
Make activity
trackers your
friend, not foe
PHOTO: SHUTTERSTOCK.COM

50
Clubs charitable
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ORQJWHUPDSSURDFK

72 88
What makes a Activity = reward
loyal customer? Are tangible rewards the best way
Jon Nasta offers retention insight from the to get members to stick to their
latest Listen360 analysis exercise regimes? We report
on the growing category of
exercise reward schemes
100
IHRSA update
Q&A Molly Kemmer
The outgoing IHRSA chair reflects
on the learnings from her
12-month tenure, and challenges
the fitness sector to think
bigger and think differently

96 105
ukactive update
Killing the Supplier showcase
clich We highlight recent
A number of fitness projects from leading
brands changed fitness equipment
the conversation suppliers Cybex
We review

60
in their New Year International UK, Life
the latest
ad campaigns. Mark Fitness and Technogym
health and
Hutcheon takes a closer look

111
WQHVVWUHQGV

80 Fitness-kit.net

Right on track
Its time for health clubs to embrace activity
tracking and not see it as a threat but
56 Taking strongholds
A look at some of the latest
innovations in strength
equipment around the world
how many operators are achieving this?

85 116
Judgement call
Fitness-kit.net Obese people tend to see
Smart bras distances as being further
We take a look at some of the new smart Why health clubs than they really are, and
bras combining proper support with the need the new social hills steeper, according to
latest wearable technology PHGLDVXSHUVWDUV research from the US

9
FIBO Discover changing

2016
industry trends
with Precor...

Join us to experience and learn about the latest innovations

and trends in the tness industry at FIBO 2016.
C OLOGNE
2016
0
Visit us in hall 6, stands E40 and D30 to see our latest
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precor.com +44 (0) 7881 312660 info@precor.com

 EDITOR
Kate Cracknell
+44 (0)1462 471906
EDITORIAL DIRECTOR
Liz Terry
+44 (0)1462 431385
ASSISTANT EDITOR
Katie Barnes
+44 (0)1462 471925
HEAD OF NEWS
Jak Phillips

CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT

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Jane Kitchen
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01462 471915 scription. Sign up any time at: and enjoy extra links and readers who want to read
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PUBLISHER
Jan Williams
+44 (0)1462 471909
SALES
John Challinor
OTHER RESOURCES FROM HEALTH CLUB MANAGEMENT
+44 (0)1202 742968
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+44 (0)1462 471919 The latest stats, trends and analysis all For daily news and jobs, plus access
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PRODUCT EDITOR Read online healthclubhandbook.com Visit www.healthclubmanagement.co.uk
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+44 (0)1462 471926 contacts and details for 5,000 out about the latest job openings and
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&\EHUWUHN/WG,661SULQWRQOLQH

12 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 MORE TO ENJOY
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eyeing up expansion to the US
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 A PR I L 2016 LE T T ER S

Write to reply
Do you have a strong opinion or disagree with somebody elses views on the industry?
If so, wed love to hear from you email: healthclub@leisuremedia.com

Joining the dots of

activity provision
I read your editors letter entitled When sport meets
fitness (HCM)HESDQGDJUHHZLWKHYHU\WKLQJ\RX
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The Millennial generation craves shareable experiences;
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fitness clubs must find ways to meet this growing demand
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LQVLJKWLQWRKRZGHDOLQJZLWKGHFUHDVHGPRELOLW\DIIHFWV

Creating experiences is key

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to engaging Millennials
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bb
Jacqueline Bennett
Co-founder, belap I read your )LWQHVV)RUHVLJKW Tough Mudder are capitalising on
We must do more to
bridge the gap between
rehab and fitness
trends report (HCM)HES this, offering a shareable experience
and thought it was fantastic to see but why is the rest of the fitness
The Sharing Economy included industry still playing catch-up?
the art of creating experiences for Its about making fitness fun
Millennials to make them engage, again something you want to talk
feel a part of something and want about with your friends, family or
to spread the word. Ken Hughes all your social media followers.
hit the nail on the head when he After all, theres nothing more
said: Shareable experiences are powerful than word of mouth
the new social currency. recommendations. If we get this
Social media is now woven into right, we wont need to rely on
our industry, with sharing playing traditional advertising methods to
a huge part in this; when writing drive footfall through our doors.
this letter, the #fitspo hashtag had
SRVWVRQ,QVWDJUDPDORQH Lee Myall
Companies like Color Run and Co-founder, Jumptastic
Cybertrek 2016 healthclubmanagement.co.uk April 2016 17
 WARNING: Mindful Movement May
Cause Extreme Member Retention

Your members are looking for a smarter way

to exercise. Our mindful movement programs
like Bodhi Suspension System are the answer.

Fun, effective and space-saving, they are a

balancedbody.com great source of non-dues revenue. Stocked in
0800 014 8207 | +1-916-388-2838 the UK for fast, cost-effective delivery.

Avoiding disability
discrimination
A recent legal decision has
provided clarification for UK
employers on how to deal with
long-term absence among disabled
employees, reducing the risk of
disability discrimination. Here is a
summary of the key points.
Employers are already required
to make reasonable adjustments
for disabled employees where
such employees face a substantial
disadvantage. For example, a
diabetic employee may require
flexible working hours to eat
UHJXODUO\DQGWHVWEORRGVXJDUOHYHOVbb
But when a disabled employee
is absent on long-term sick leave,
is an employer required to make
adjustments to any sickness absence
policy? For example, a standard
absence policy might include trigger
points whereby an employee is
PHOTOS: SHUTTERSTOCK.COM
automatically disciplined after a
FHUWDLQQXPEHURIDEVHQFHVbEXW
a disabled employee may have
more sickness absence. Should
adjustments be made accordingly?
The recent decision confirms that
the duty to consider adjustments
If you have disabled employees, be
aware of recent changes in the law
A PR I L 2016 LE T T ER S
does apply where a disabled
employees absences trigger the
application of an absence policy.
However, employers can determine
whether its reasonable to adjust the
rules of the policy in the particular
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If the disabled employee has been
absent for a lengthy period and/or
further absences are likely, it might
be reasonable to take into account
any disability-related absences for
the purposes of trigger points.
But where theres an initial/one-off
absence thats disability-related, it
may still be reasonable to discount it
for the purposes of a trigger.
Professional advice should be taken
before dismissing any adjustments as
unreasonable, or if youre considering
Trampolining needs to develop best
dismissing a disabled employee for
practice guidlines in health and safety
disability-related absences. In the
latter situation, this would amount
to disability discrimination that would
require justification.
Understanding
Jessica Higgins
health & safety
Employment law specialist, Rather than posing a threat, the UKs new sentencing
Ibex Gale guidelines for safety offences which came into effect on
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Cybertrek 2016 healthclubmanagement.co.uk April 2016 19
 A PR I L 2016 LE T T ER S

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Your recent feature entitled Can your staff sell? (HCM)HES
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$VWDJJHULQJSHUFHQWRIDOOPHPEHUVKLSHQTXLULHVDUHQRZPDGH
WKLVZD\\HWZHIRXQGLWWRRNDQDYHUDJHRIKRXUVIRURSHUDWRUVWR
UHVSRQG2QO\SHUFHQWRIHQTXLUHUVWKHQUHFHLYHGDSKRQHFDOOIURPWKH
PHPEHUVKLSVDOHVWHDPSHUFHQWUHFHLYHGDQHPDLODQGDVKDPHIXO
per cent received no contact at all.
6SHHGRIUHVSRQVHWRDQRQOLQHHQTXLU\LVNH\2XUTXLFNWLSVDUH
0DNHVXUH\RXUZHEVLWHLVXSWRWKHMREDQGWKDW\RXURQOLQH
HQTXLU\IRUPFDSWXUHVDVPXFKLQIRUPDWLRQDVSRVVLEOH
4XLFNO\UHVSRQGZLWKDSHUVRQDOLVHGDFNQRZOHGJHPHQWLQYLWLQJ
the prospect to take a tour
3LFNXSWKHSKRQHZLWKLQPLQXWHVRIWKHHQTXLU\
$V\RXUIHDWXUHSRLQWVRXWWKHTXDOLW\RIUHVSRQVHLVNH\WRRb(YHU\
HQTXLUHULVGULYHQE\DSHUVRQDODQGHPRWLRQDOUHVSRQVHDQGMRLQLQJ\RXU
IDFLOLW\LQYROYHVDVHQVLWLYHGHFLVLRQPDNLQJSURFHVV6RZKHQWKHVDOHVWHDP
calls, its important they have the skills, training and confidence to build
Sharing data can actually help build community
rapport and demonstrate how your club will provide the ideal solution.

/HVOH\$LWNHQ
Founder, Nurturing Skills
Harness apps to
build a community
PHOTOS: SHUTTERSTOCK.COM

Without doubt, apps can encourage people to set goals

and be more active, so I was heartened to read that the
UKs Department of Culture, Media and Sport (DCMS)
has referenced technology and apps in its new sports
strategy, Sporting Future. However, I believe its the sense of
community that apps can foster thats key whether thats
within a gym or an online community.
For example, Ive linked my Preva (Precors networked
fitness solution) and Movescount accounts, meaning my
Preva workout data automatically syncs with Movescount.
Here there are a number of different community groups
friends, as well as groups set up for specific events. This
not only encourages me to log workouts, but also to have a
purpose for that data: I can track how Im doing compared
to others, comment on their activity and get involved in
group discussions about training methods.
b,WVHVVHQWLDOWKDWQRQDFWLYHSHRSOHKDYHKXPDQ
interaction too, but apps can also play a part in this. For
example, a personal trainer can use apps to keep an eye on
clients goals, workouts and achievements, allowing them to
encourage and praise the member and help them become
part of a community within the gym.
Ultimately its the people we share our data with and
with it our experiences that will make a gym membership
sustainable. By creating a community, whether its led by a
PT or through a group where people share their workouts,
you can keep people engaged and coming back for more.

-RQDWKDQ*ULWKV
If someone makes an online enquiry, respond quickly
Business development manager, Precor EMEA Partners

Cybertrek 2016 healthclubmanagement.co.uk April 2016 21

International news
US gym market hits
record levels
$UHFRUGPLOOLRQconsumers made
XVHRI$PHULFDVJ\PVLQDV
UHYHQXHVMXPSHGSHUFHQWWRUHDFK
86EQEQeEQ
According to figures from IHRSA, the
WRWDOQXPEHURIJ\PPHPEHUVLQ
VWRRGDWPLOOLRQXSSHUFHQWRQ
ZLWKDIXUWKHUPLOOLRQFRQVXPHUV
XVLQJIDFLOLWLHVRQDQRQFRQWUDFWEDVLV
Members also spent more time in the
gym than ever before, racking up an average
RIYLVLWVHDFKLQDVILWQHVVUHPDLQHG
the nations most popular sport.
,QDOONH\FRQVXPHULQGLFDWRUV
posted improvements, including number
of health club members, consumers,
and visits, says Joe Moore, IHRSAs
president and CEO.
'HWDLOVKWWSOHLVU"D 'Y-B+
Altafit continues
affordable club rollout
Spanish franchise operator Altafit
ODXQFKHGLWVWKILWQHVVVLWHODVW
month the first to have a dedicated
functional training and boxing zone,
dubbed The Garage.
7KLVLV$OWDILWVWKFOXELQ0DGULG7KH
VTPVLWHKDVPRUHWKDQVWDWLRQV emphasis on both relaxation and training.
as well as toning and free weights areas,
indoor cycling and a group exercise studio.
0HPEHUVKLSFRVWVDPRQWK
but in spite of this low cost, Altafit says
its investing in staff training to ensure
its employees can advise and motivate
members to meet their goals.
The chain is already gearing up to open
its next club in Pamplona. In addition to
its affordable clubs, Altafit launched a
SUHPLXPFRQFHSWLQ'HFHPEHUWKH0\VW
*\P&OXEDOVRLQ0DGULG
'HWDLOVKWWSOHLVU"D 8+TB+
7KHQHZFOXEKDVVWDWLRQV
22 healthclubmanagement.co.uk April 2016 Cybertrek 2016
7KHFOXESODFHVDQHPSKDVLVRQERWKWUDLQLQJDQGUHOD[DWLRQ
Badalona site for Metropolitan
Metropolitan launched DVTPFOXELQ
Badalona, Spain, last month its first in the city.
$m development, the club follows
WKH0HWURSROLWDQEUDQGYDOXHVRIPDUU\LQJ
JRRGGHVLJQDQGKLJKTXDOLW\ZLWKDQ
Facilities include three indoor studios one
for cycling and two for group exercise, offering
FODVVHVDPRQWKDQGDIXQFWLRQDOWUDLQLQJ
]RQH7KH7HFKQRJ\PHTXLSSHGJ\PKDVPRUH
WKDQPDFKLQHVLQFOXGLQJ7HFKQRJ\PV
$UWLVOLQHWKH0\:HOOQHVVFORXGEDVHGDFWLYLW\
tracking system is also on offer.
Other facilities include a large wet area, the
IRFXVRIZKLFKLVWKHPLQGRRUSRROZKLFK
is visible throughout the club. Theres also a
solarium, Turkish bath, sauna, spa pool, ice
fountain and cold showers.
A relaxation area comprises six treatment
rooms with a range of beauty treatments on
offer, as well as physiotherapy and nutritional
Innovative German independent
The finishing touches have been put on
Seilsprung, a new independent club in
Weilerswist, near Cologne in Germany.
Run by brother and sister team
Markus and Karoline Schulte, the overall
philosophy of the club is to offer high
quality member support with frequently
updated, individual workout plans and
nutritional advice. Some of the latest
technology is on offer, such as Star Tracs
HumanSport functional training circuit and
VHUYLFHV0HPEHUVDOVRKDYHDFFHVVWRD
cafeteria, sun terrace and a crche.
Located in the city centre, the club has
been converted from an old multiplex cinema,
ZKLFKVWDUWHGOLIHDVDWKHDWUHLQ7KH
structure of the building has been kept intact,
but the inside has been totally renovated in an
PRQWKSURMHFW7KHFOXEVDUFKLWHFW-RDQ
Carles Navarro of Aia Estudio, was mindful of
WKHKLJKVWDQGDUGRIGHVLJQRI0HWURSROLWDQ
clubs: previous sites have been designed by
prestigious architects including Richard Rogers.
:LWKFOXEVLQPDMRU6SDQLVKFLWLHVWKH
0HWURSROLWDQFKDLQFXUUHQWO\KDV
members. It now plans to open two to three
PRUHFOXEVHDFK\HDUZLWKDWDUJHWRI
FOXEVRSHUDWLRQDOE\
+HDGHGXSE\-DYLHU3HOOQ0HWURSROLWDQ
ZDVODXQFKHGLQ7XUQRYHULQZDV
PDQGWKHWDUJHWIRULVP
'HWDLOVKWWSOHLVU"D ..1B+
Dr Wolfs Back Check. Facilities include
strength and cardio areas, a functional
training zone, two group fitness studios, a
crche, healthy caf and outdoor activity
area with beach volleyball.
Aimed at people who want to invest in
WKHLUKHDOWKPHPEHUVKLSVFRVWVD
ZHHNIRUDIOH[LEOHPHPEHUVKLSD
PRQWKRQDPRQWKFRQWUDFWRU
DPRQWKIRUDPRQWKPHPEHUVKLS
'HWDLOVKWWSOHLVU"D 6%TB+
.
 News and jobs updated daily on
www.healthclubmanagement.co.uk
Email: healthclub@leisuremedia.com

GWI reports gives

insights into wellness
Whether employees consider their
companies to be genuinely caring about
their wellness is key to boosting worker
health and productivity, according to
new research from the Global Wellness
Institute (GWI), which has released two
new pieces of research on the global
wellness industry.
The first, The Future of Wellness at
Work, looks at unwellness in the global
workforce and forecasts how work and
workplace wellness concepts will change
dramatically in the future.
The second paper, Unlocking the
Power of Company Caring, gauges how
employees feel about their work
culture and wellness programmes.
The sports club caters for both athletes and families 'HWDLOVKWWSOHLVU"D NS.B+

Kerry Sports heads to Shangri-La Indoor cycling makes

March saw the launch of whats claimed He says: What really separates us from its debut in Paris
to be the most extensive wellness and fitness the competition is what we can provide to Paris now has its first boutique indoor
facility in the Philippines at the Shangri-La the extreme athletes, but also to families cycling studio, Lets Ride, thanks to
Hotel in Fort Bonifacio, just outside Manila. who want to be able to spend more time entrepreneurial duo Nicolas Chabrier
7KHVTP.HUU\6SRUWVFOXEKDVDP together. We provide everything that most and Jonathan Garret, who discovered
ODSSRROWZRWHQQLVFRXUWVWZRVTXDVKFRXUWV people would be looking for when it comes the model while working in investment
an NBA-grade indoor basketball court, four to fitness and sports. banking in NYC and London.
group exercise studios, a free weights area, There are also eight treatment rooms, two Architect firm DAS Studio were
two functional training zones, and a boxing/ restaurants and extensive childrens facilities. responsible for converting a former
MMA zone with five Boxmasters. Theres also 7KLVLVWKHILUVW.HUU\6SRUWVWREHEXLOW SULQWLQJIDFWRU\LQWRDQXEHUFRROFOXE
an Adventure Racing Zone aimed at people inside a Shangri-La Hotel; the other two with whitewashed walls, and exposed
wanting to train seriously. H[LVWLQJVLWHVDUHORFDWHGLQ.HUU\+RWHOVLQ concrete and ventilation ducts.
Director Michael Montes previously ran Beijing and Shanghai, China. The main studio is completely
one of Madonnas Hard Candy Fitness clubs. 'HWDLOVKWWSOHLVU"D ;D5B+ black and lit by neon lights to create
a dark and intimate space. Lighting is
synchronised with the soundtrack to
Russian dolls prove a hit for Brick create a more immersive experience.
6FKZLQQVXSSOLHGWKHELNHV
US gym chain Brick has More sites are on the cards in
teamed up with advertising France and abroad, says Garret.
giant BBDO New York to 'HWDLOVKWWSOHLVU"D =\5B+
create an innovative
campaign designed to stop
members quitting.
Citing statistics that
QHDUO\SHUFHQWRI1HZ
Year gym starters give
up within five months,
%ULFNKDV'SULQWHGD
range of Russian dolls to
demonstrate the progress
members can expect to
make by following its The dolls show what results members can expect
workout plans.
Inside each doll is a USB stick containing a reminder of the end result. As well as
DFXVWRPLVHGILYHPRQWKSODQIRUWKHQHZ hooking members, the catchy concept has
member based on their workout goals. gained media traction and has helped to
New members receive the dolls as an boost the gym chains profile globally.
incentive to keep going and to serve as 'HWDLOVKWWSOHLVU"D 0[$B+ 6FKZLQQKDVVXSSOLHGWKHELNHV

Cybertrek 2016 healthclubmanagement.co.uk April 2016 23

UK news
Childhood obesity
strategy further delayed
The governments long overdue
childhood obesity strategy is facing further
delays, with the document now not
expected until after the EU referendum.
Although originally due in December
Xercise4Less gets kids moving
;HUFLVH/HVVKDVNLFNHGRII an innovative
new programme offering free exercise
classes to children in a bid to tackle the
growing epidemic of youth inactivity.
Eager to get children on their feet and
who wanted to provide parents and
children with the opportunity to enjoy
exercise together and learn new and
exciting ways of being physically active.
7KHPLQXWHFODVVHVWDNHERWKWKH
WKH'HSDUWPHQWRI+HDOWK'R+
has confirmed that the strategy will not be
published until the summer.
HCM understands that physical activity
will not play a prominent role in the strategy.
It is thought that the government considers
provisions for tackling physical inactivity to
have been covered by the recently published
sports strategy Sporting Future which saw
Sport Englands remit broadened to increasing
participation among those aged five and over.
7DP)U\IURPWKH1DWLRQDO2EHVLW\
Forum, said: This constant delay in
publishing the childhood obesity strategy is
unforgivable and the Department of Healths
statement that they want to get it right is
the most ridiculous and lame excuse.
'HWDLOVKWWSOHLVU"D .:KB+
PHE targets mid-life
inactivity with One You
One You is aimed at 40 to 60-year-olds
Public Health England (PHE) has
launched a major new campaign which
DLPVWRJHWPLGGOHDJHGSHRSOHPRUH
active and on course to spend their
retirement in good health.
$LPHGSULPDULO\DWWR\HDUROGV
the new One You initiative is intended to
help adults ensure that they move more,
eat well, drink less and be smoke free.
One You will also provide information on
how people can take steps to reduce
their stress levels and sleep better.
Although it has been customary to
blame people for their lifestyle, we now
appreciate that we need to take into
account the environmental pressures that
DZD\IURPFRPSXWHUVFUHHQV;HUFLVH/HVV children and parents on a storytelling
will put on free classes for parents and their journey through four different themes: The
children aged between three and five across 8QGHUZDWHU.LQJGRP'HVHUWHG/DQGV
LWV8.KHDOWKFOXEV(DFKVLWHZLOOVWDJH Jump Around Jungle and The Exceptional
IRXU;HUFLVH.LGVVHVVLRQVSHUZHHNDV Circus. Each class incorporates four or five
SDUWRIDePLQYHVWPHQWIURPWKHEXGJHW different activities that keep the heart rate
operator into the scheme. high and challenge the major muscle groups,
The new exercise model was developed with an emphasis on fun.
E\;HUFLVH.LGVFRRUGLQDWRU6DUDK3KLOS 'HWDLOVKWWSOHLVU"D YMIB+
Xercise4Less will put on free classes for parents and their kids aged three to five
Planning laws blocking fitness
The UKs outdated town planning laws
are blocking fitness studios from boosting
physical activity on the countrys high
streets, according to the UK boss of
Barrys Bootcamp.
Sandy Macaskill, co-owner of the two
London Barrys Bootcamps, is calling for
an overhaul of planning regulations to
reflect how fitness businesses have evolved
towards a retail model. He says his efforts
to acquire a new site for Barrys Bootcamp
have been thwarted by council planners
who would rather have a furniture shop or
a mobile phone shop appear on the high
street than a business that encourages the
make it difficult to make healthy choices
having to sit eight hours a day at work, for
example, and then drive an hour home,
FRPPHQWHG3URIHVVRU6LU0XLU*UD\
clinical adviser for the One You campaign.
'HWDLOVKWWSOHLVU"D F[JB+
SRSXODWLRQWRJHWDFWLYHVHHDOVRS
+HVDLG,WVDVLIWKH2O\PSLFOHJDF\
didnt even happen councils are telling
everyone to be more active but then they dont
want to see fitness studios on the high street. Sandy Macaskill is co-owner of Barrys
'HWDLOVKWWSOHLVU"D V\WB+ Bootcamp London

24 healthclubmanagement.co.uk April 2016 Cybertrek 2016


The UKs 520m sugar tax
Chancellor George Osborne said action must be taken to curb sugar intake
The UK government has announced
SODQVWRLQWURGXFHDVXUSULVHePOHY\
RQVXJDU\GULQNVWRWDFNOHWKHFRXQWU\V
EXUJHRQLQJREHVLW\SUREOHP
'HOLYHULQJKLVVSULQJEXGJHWRQ0DUFK
FKDQFHOORU*HRUJH2VERUQHVDLGWKHDYHUDJH
8.ILYH\HDUROGFRQVXPHVWKHLURZQERG\
ZHLJKWLQVXJDUHYHU\\HDUDQGPHDVXUHV
PXVWEHWDNHQWRSUHYHQWWKLV
Doing the right thing for the next generation
LVZKDWWKLVJRYHUQPHQWDQGWKLV%XGJHWLV
DERXW2VERUQHWROG03V1RPDWWHUKRZ
FRQWURYHUVLDOLWLV<RXFDQQRWKDYHDORQJWHUP
SODQIRUWKHFRXQWU\XQOHVV\RXKDYHDORQJ
WHUPSODQIRURXUFKLOGUHQVKHDOWKFDUH
Sector needs an image change
Efforts to professionalise the
physical activity sector workforce
have suffered a setback, with
VWDWLVWLFVVXJJHVWLQJQHDUO\SHU
cent of personal trainers have
been intimate with their clients.
7KHVXUYH\RIUHJXODU
gym users carried out,
bizarrely, by training provider Be
a Better You found that one in
three find their personal trainer
attractive. Of these, a quarter
confessed to having shared a kiss
with their PT and seven per cent Inappropriate client/PT relations are rarely discussed
said they had slept with them.
The findings were criticised by ukactive
executive director Steven Ward, who said
the survey showed a lack of respect for
the job roles in the sector at a time when
serious initiatives are being implemented by
the likes of CIMSPA to professionalise the
Edited by Jak Phillips. Email: jakphillips@leisuremedia.com
$VXJDUOHY\ZLOOEHLQWURGXFHGRQVRIW
GULQNVIURPJLYLQJGULQNVFRPSDQLHV
ZKRVHVKDUHVZHUHVHQWWXPEOLQJE\WKH
QHZVWLPHWRDGMXVW7KHFKDQFHOORUVDLG
WKHUHZLOOEHWZREDQGVIRUWKHOHY\ZKLFK
GULQNVFRPSDQLHVFDQFKRRVHZKHWKHUWR
SDVVRQWRFRQVXPHUVDQGDGGHGWKDWSXUH
IUXLWMXLFHVZLOOEHH[FOXGHG
([SHFWHGWRUDLVHDWRWDORIePWKH
PRQH\JHQHUDWHGE\WKHVXJDUWD[ZLOOEH
XVHGWRGRXEOHWKHDPRXQWVSHQWRQVFKRRO
VSRUWV,QDGGLWLRQVFKRROVZLOOEHDEOHWR
DSSO\IRUPRQH\WRH[WHQGWKHVFKRROGD\
ZLWKPRUHVSRUWVDFWLYLWLHV
'HWDLOVKWWSOHLVU"D T6
workforce. However, Ward added that the
sectors frontline staff need an image change
to alter public perceptions if they are to
be considered part of a trusted group of
expert professionals in society.
'HWDLOVKWWSOHLVU"D I==B+
Cybertrek 2016 healthclubmanagement.co.uk April 2016
News and jobs updated daily on
www.healthclubmanagement.co.uk
Sean Fitzpatrick to
headline Flame 2016
Fitzpatrick will speak at Flame in June
New Zealand rugby star and
motivational leadership expert Sean
Fitzpatrick will be the keynote speaker for
XNDFWLYHV)ODPH&RQIHUHQFH
The former All Blacks captain will
speak about his ongoing work around
the science of a winning culture and the
secrets of leadership.
The TEAM ethos is essential in
business, and Im looking forward to
talking about my work at this years
Flame Conference, said Fitzpatrick.
'HWDLOVKWWSOHLVU"D P41B+
Fitness First puts twins
to the test with BioScore
BioScore covers a range of metrics
)LWQHVV)LUVWKDVPDGHZDYHVDFURVVWKH
LQWHUQHWZLWKDQHZFDPSDLJQSURPRWLQJ
LWV%LR6FRUHKHDOWKDQGILWQHVVDVVHVVPHQW
7KHYLGHRZKLFKKDVUDFNHGXSPRUH
DPLOOLRQYLHZVRQOLQHLQYLWHVILYHSDLUV
RILGHQWLFDOWZLQVWRGHWHUPLQHLIWKHLU
ELRORJLFDODJHPDWFKHVWKHLUDFWXDODJH
%LR6FRUHZKLFKFRPSULVHVKHDOWK
ILWQHVVDQGOLIHVW\OHDVVHVVPHQWVLVQRZ
LQFOXGHGZLWKLQ)LWQHVV)LUVWV%RG\)LUVWDQG
%RG\)LUVWLQGXFWLRQSDFNDJHVDQGIRUPV
SDUWRIWKHFKDLQVRQJRLQJLQYHVWPHQWLQ
XQORFNLQJWKHVHFUHWVWRPRWLYDWLRQ
'HWDLOVKWWSOHLVU"D 69VB+
25
UK news
Heartcore currently has eight studios
in London, with a ninth in the pipeline
Boutique boom to spread beyond London?
Having conquered the countrys capital,
Britains booming boutique fitness sector
looks set to spread its wings beyond London.
Inspired by boutique pioneers in New
York and Los Angeles, boutique fitness
studios have taken London by storm in
recent years and together with the budget
sector have been the health club industrys
biggest areas of growth since the recession.
But with competition for affluent consumers
boutique fitness classes typically cost 14-
Brian Schuring: Looking beyond London
25 a time and prime locations reaching
IHYHUSLWFKLQ/RQGRQFRXOGEHWKH\HDU
when boutiques break out of the M25.
Were looking to expand at the
moment and locations outside of London
are definitely something were exploring,
Heartcore co-founder Brian Schuring told
Health Club Management (HCM). Im pretty
26 healthclubmanagement.co.uk April 2016 Cybertrek 2016
sure everyone in the London boutique space
will do sooner or later. Well all get sick of
bashing each other over price eventually.
Property challenges
For Schuring, who has quietly amassed an
empire (by boutique standards) of eight sites
across the capital with his partner Jess Schuring,
the issue isnt so much the number of potential
customers, but more the lack of viable spaces
in London that represent value for money.
Site acquisition has been a perennial
barrier to growth in London. Aside from
exorbitant property prices, planning laws
can also be cumbersome. Weve still got
the major hurdle of planning committees
frequently blocking applications to convert
A1 spaces into fitness studios, said Barrys
Bootcamp UK co-owner Sandy Macaskill,
whose efforts to find a third London location
for his boutique chain have been frustrated
by council planning committees.
Aside from Heartcore, it seems that other
boutique businesses are also looking to avoid
such property problems and snap up sites in
different parts of the country.
Pip Black, co-founder of Frame Fitness
which is about to launch its fourth London
location announced recently that the
female-focused boutique chain is branching
out beyond London. Having received funding
in December from angel investors, Black
reiterated the companys plans to launch two
new sites each year; Brighton, Bristol and
Manchester are all possible locations.
Colin Waggett, CEO of Third Space,
told HCM last month that his chains
forthcoming boutique concept Another
Space could also include locations outside
the capital if the site was right.
Meanwhile, online gym pass provider
PayasUgym is planning to take its new fitness
festival Urban Movement on the road to
showcase the best boutique-style fitness
classes across the UK.
Meanwhile, boutique fitness is also making
its mark in the north-east. Joanne McCue
Bannatyne, the former wife of Duncan
Bannatyne, recently introduced a range of
boutique fitness concepts at her WattFitness
studio on Teesside Industrial Estate. Small
boutique fitness units are the future of the
fitness industry, she said. Teesside is helping lead
WKHZD\IRUWKHIXWXUHRIILWQHVVLQWKH8.b
'HWDLOVKWWSOHLVU"D E=
Joanne McCue Bannatyne: A new
boutique for the north-east
 INTRODUCING A NEW
CONCEPT

WHY LESS IS ALWAYS MORE?

TAKE YOUR LOCKER ROOM TO THE NEXT LEVEL

FIND OUT AT
FIBO SHOW 2016 HALL 8 C/21
Independent news
Oxygen Freejumping
targets 30 sites by 2018
Oxygen Freejumping has set its sights
RQUHDFKLQJORFDWLRQVDFURVVWKH8.
by 201DIWHUVHFXULQJePLQIXQGLQJ
The trampolining business set up by
ex-ukactive CEO David Stalker and LA
fitness founder Fred Turok, with backing
from leisure veteran Steve Philpott
currently has two locations and recently
signed a deal with Lucozade Powerleague
to open five more sites this summer.
The Oxygen team says it has two
further sites in the hands of solicitors
and is aiming to reach 3 parks
within two years, following the 10m
investment from Beechbrook Capital
and existing investors.
Designed with the time-poor in mind, Frame Victoria offers 30-minute lunch classes
There were a number of offers on the

Frame plants flag in Victoria

table, through our advisors Zeus Capital
and we are delighted that Beechbrook
LVLQYHVWLQJePLQWKLVVWDJHRIRXU
development, said Turok.
'HWDLOVKWWSOHLVU"D 8WYB+
The debut Oxygen site in West Acton
Female-focused fitness chain Frame will
unveil its fourth boutique studio this month,
just a medicine balls throw away from
south Londons Victoria Station.
Designed by architects Matheson Whiteley,
with strong input from Frame founders Pip
Black and Joan Murphy, the soon-to-be-
completed studio features a range of exercise
areas, in addition to an on-site caf and
dedicated retail space.
The site comprises three studios: a reformer
pilates studio, a sound-proof fitness and dance
studio, and a yoga/barre studio. Designed with
the time-poor in mind, Frame Victoria sees the
LQWURGXFWLRQRIWKUHHQHZPLQXWHOXQFKWLPH
classes Gliders, Energy Shot and Mini Barre
in addition to Frame favourites such as its
Beyonc dance workshops.
/LWHUDOO\VWHSVIURPWKHVWDWLRQ)UDPH
Victoria is the first pay-as-you-go, multi-
discipline studio in SW1, commented
Frame co-founder Pip Black.
It really is a one-stop-shop for all things
health and fitness, making it a destination for
Framers to have fun getting fit, grab lunch
from the Fuel caf and even pick up a pair of
leggings from the Frame Shop and get back to
their desk all within the lunch hour.
Frame, which launched its third site in Kings
Cross late last year, is also exploring locations
in several trendy UK cities in a bid to export
boutique fitness beyond the capital. London
has been a hotbed of boutique growth in
recent years and several of the citys concepts
are now looking at expansion further afield.
'HWDLOVKWWSOHLVU"D X*\B+

Perrin starts class-based concept

Former Fitness First high-flyer David Resistance Circuits, Move Pro (flexibility and
Perrin has launched a new class-based gym
concept in Stockport which emphasises the
importance of educating clients to help them
achieve their fitness goals.
Perrin, who was fitness product manager
when he left the gym chain after seven years,
says quality coaching and instruction is a
central tenet of his new Seven Movement
studio, which launches this month.
With a philosophy of Train hard, learn,
change, Seven Movements functional-
focused classes are designed to push
participants to their limit, while the
instructors are taught to coach clients on
key aspects of exercise, diet and motivation.
Devised by Perrin, the classes which
VWDUWDWeIRUDVLQJOHVHVVLRQLQFOXGH+LJK
28 healthclubmanagement.co.uk April 2016 Cybertrek 2016
DJLOLW\DQG6XSHUKHUR)LWIRUVL[WR\HDU
olds). Perrin is the owner of the club and has
received support from Growth Manchester,
with plans to open four more studios over
the next three years.
My seven years working at Fitness First
in both National and Group roles has given
me the experience and confidence to go out
and build a company with my own vision and
philosophies at the heart, Perrin told Health
Club Management. Working in the industry
IRU\HDUVKDVEHHQDSULYLOHJHP\JRDO
now is to build a fitness company that our
members can connect with, is more personal
and truly helps them build long term habits
to help them love how they look and feel.
'HWDLOVKWWSOHLVU"D K=0B+ David Perrin is the owner of the club
 CLICK TO PLAY VIDEO

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Technology news
Irish fitness tech start-
up eyes US expansion
Glofox CEO Conor OLoughlin
Boutique fitness software solutions
provider Glofox has secured a major
cash injection as the firm revs up for an
expansion into the US market.
7KH'XEOLQEDVHGILUPZKLFKVXSSOLHV
business management software to around
ERXWLTXHILWQHVVVWXGLRVLQ(XURSHKDV
UDLVHGLQDQHDUO\VWDJHIXQGLQJ
round to support US market entry and
further development of its product. The
URXQGFRQVLVWHGRILQIXQGLQJ
IURP(QWHUSULVH,UHODQGV+LJK3RWHQWLDO
Fitssi has recently brought on board new CEO Emily Stephens
Tinder for fitness aiming high
Social workout app Fitssi is on a mission to off the sofa says the sheer size of the US
connect more like-minded fitness fans and market is a significant draw.
the company has outlined a push into the Expansion to the US was based around
competitive US market as its latest objective. our desire to scale quickly and build
The app which aims to offer added international validity, Sweeney told Health
motivation by helping users find nearby Club Management magazine.
workout buddies to spur them on has The US market is much bigger and so are
been making waves in the UK since launching the problems of inactivity and obesity. LA Fit
LQ$SULODQGQRZKRSHVWRFDUU\WKDW Expo was a great platform to establish initial
6WDUWXS8QLW+368FRPDWFKHGZLWK
DQDGGLWLRQDOIURPSULYDWH
investment firm, Growing Capital.
The brainchild of former professional
rugby player turned entrepreneur Conor
OLoughlin, Glofox is a booking, payment
and membership management platform
for gyms and fitness studios.
'HWDLOVKWWSOHLVU"D EIYB+
momentum across the pond.
To that end, the company has brought
on board new CEO Emily Stephens;
recently exhibited at LA Fit Expo; and is
now engaging with a number of US-based
operators and social influencers.
Fitssi co-founder Chris Sweeney a PT
for nine years with Fitness First who came
up with the app as a way to get his mum
contacts and seed Fitssi.
Key to growth in the US will be the
ability to attract investors. Fitssi is aiming to
UDLVHeLQVHHGIXQGLQJDQG6ZHHQH\
believes that the impending monetisation of
the app by adding an Uber for PTs type
function will significantly increase chances
of attracting capital to support growth.
'HWDLOVKWWSOHLVU"D 7$=B+

PayasUgym: New fitness festival

PayasUgym has launched an exciting new
series of fitness festivals designed to showcase
the hottest group classes from boutique studios.
The online gym pass provider recently
hosted its first Urban Movement event at
hip Shoreditch venue Village Underground.
7KHSLORWHYHQWVDZPRUHWKDQ and provide a platform for suppliers to
SDUWLFLSDQWVVZHDWWKURXJKDPLQXWH
workout medley of six different exercise
classes available through PayasUgym.
Instructors from Good Vibes Fitness, The
Hot Spot Yoga, The Capoeira Academy,
FightZone and London Dance Academy,
plus celebrity PT Bradley Simmonds, put the
fitness enthusiasts through their paces with
PLQXWHVHVVLRQVFRYHULQJ\RJDSLODWHV
Capoeira, boxing, twerking and HIIT.
Speaking to Health Club Management at the
event, PayasUgym founders Jamie Ward and
Neil Harmsworth said they want to create a
live festival experience for fans of boutique
fitness. They plan to stage an Urban Fitness
event every quarter in London or other
major UK cities to showcase the latest classes
showcase products to a captive audience.
For London Dance Academy studio
manager Vanessa Fagan, the event provided
an ideal forum to showcase exciting classes to
potential new members.
PayasUgym has a truly innovative and fresh
approach to getting people motivated to train
and were delighted to have been involved
with them from the start of their expansion
in London, said Fagan.
'HWDLOVKWWSOHLVU"D W%&B+ Urban Fitness will be held every quarter

30 healthclubmanagement.co.uk April 2016 Cybertrek 2016

A-5300D / Trademark or registered trademark of Merrithew Corporation, used under license. All rights reserved.

Lindsay G. Merrithew
PRESIDENT & CEO

Mind-body is about more than Zen. Its about strength, sweat, agility and building healthier people,
from the outside in and the inside out. With over 25 years of experience refining the STOTT PILATES

method, MERRITHEW has emerged as the Leader in Mindful Movement. Adding mindful movement
programming to an existing club is an inexpensive way to increase revenue, strengthen member retention,
attract new clients and provide new training opportunities for your staff.
We can help you design the perfect program training and equipment that meets the needs of your
diverse membership. Is your club ready? Visit merrithew.com/business-solutions
Supplier & training news
BMF guarantees jobs for
ex-forces personnel
BMFs Mark Wood (L) and Andy Kay
British Military Fitness (BMF) has
launched a new training academy
for fitness instructors and personal
trainers, with the offer of guaranteed
employment opportunities to ex and
serving military personnel.
The outdoor exercise providers new
academy will teach a variety of Level
2 and Level 3 certificates, as well as
a new Level 4 award in strength and
conditioning, with all courses recognised
E\$FWLYH,4DQGHQGRUVHGE\5(3V
:LWKSHUFHQWRILWVZRUNIRUFH
being ex-armed forces, BMF has a
strong affinity for those with a military
background. Already an MoD-approved
supplier of careers to those leaving the
forces, the companys new academy will
offer work as instructors at BMF outdoor
centre to ex-forces graduates.
'HWDLOVKWWSOHLVU"D 6GB+
Cybex lands Williams F1 tie-up
Cybex was unveiled as the official fitness
supplier to Williams Racing Formula One
team at a glitzy launch last month.
The announcement was made at the
opening of the new Williams Cybex Gym, a
Festival-goers get into the swing of things when the concept was piloted last year
Schwinn set to star at Bestival
Fitness supplier Schwinn wants to make
sure that the DJ decks wont be the only
things spinning at this Septembers Bestival
music festival, with its indoor bikes set to star
in a dedicated group cycling area.
Around 40 Schwinn indoor cycles will be
installed in Bestivals new Revolution Ride
arena as part of a concept created by former
Psycle programme director Tim Weeks.
Having been trialled at last years festival, the
project is aiming to build on its initial success
and unite the Bestival community through
the power of music and exercise.
As with most of the other stages and tents
at the festival which takes place on the Isle
of Wight the Revolution Rides arena will
have a dedicated music line-up of different
artists, bands and DJs.
Cybexs self-powered resisted cardio
machine. It also includes equipment from
WKH(DJOH1;DQG3UHVWLJH956VHOHFWRULVHG
strength lines, Bravo Functional Trainer, Big
Iron lifting platform and a range of plate-
Weeks says that he wants to offer riders
a healthier route towards attaining the type
of endorphin rush that one might get from
going to a party in Ibiza, a gig in London or
a festival on the Isle of Wight.
This isnt about just taking a fitness class
to a festival. This is about integrating a
basic concept into the DNA of Bestival and
creating something fresh that has never been
done before, commented Weeks.
It isnt about burning calories. Its about
making exercise part of modern culture and
society, not just something for fitness nuts.
We want everyone to leave grinning
so hard their smile meets their ears they
should feel powerful like they can change the
world. This is going to be a little bit special.
'HWDLOVKWWSOHLVU"D K:<B+
VTPVTIWWUDLQLQJIDFLOLW\RQVLWH
at the racing teams headquarters in Grove,
Oxfordshire. As part of the exclusive five-
year agreement, the Williams Cybex Gym
will become a new UK showcase site for the
fitness equipment manufacturer.
Williams star drivers Felipe Massa and
9DOWWHUL%RWWDVZLOOEHDPRQJWKHVWDII
to use the new gym, which features more
than 35 pieces of cardiovascular and strength
training equipment from Cybex.
The gym offers equipment from Cybexs
FDUGLRVHULHVDQGWKHQHZ63$5&
32 healthclubmanagement.co.uk April 2016 Cybertrek 2016
loaded and free weights equipment. Also
installed is a functional training rig, group
exercise bikes and a range of functional
training equipment.
In working with the team at Williams we
were determined to meet their requirements
for the wide range of users in the gym,
said Rob Thurston, commercial director at
Cybex UK. The equipment was carefully
selected to not only provide a state-of-the-
art training facility but to also maximise the
portfolio of equipment available to all.
'HWDLOVKWWSOHLVU"D 14[B+ Cybexs new SPARC system features
POWERING THE E AR TH
WITH YOUR HUMAN ENERGY

SportsArt ECO-POWR is the pioneer in green systems that harness the power of bikes and
ellipticals and puts it back into the local grid. Our latest line of environmentally responsible
bikes and ellipticals has take technology to the next level. Now micro-inverters are housed
inside the shrouds so there are no extra cords or boxes to manage. Simply plug the bikes and
ellipticals into the wall, and the excess energy goes back into the facilities power grid.

UKINFO@GOSPORTSART.COM
TEL: 01509 274440
2016 SportsArt. All Rights Reserved.
People news
New FD unveiled by
Places for People Leisure

DCosta is a chartered accountant

Places for People Leisure has
DQQRXQFHGWKDW&DURO\Q'&RVWDKDV
EHHQDSSRLQWHGWRWKHFRPSDQ\VERDUG
DVLWVQHZILQDQFHGLUHFWRU
+DYLQJPRVWUHFHQWO\KHDGHGXS
finance at Places for People Leisure in her
UROHDVFKLHIILQDQFLDORIILFHU'&RVWDKDV
been promoted to the position vacated
E\6DQGUD'RGGZKHQVKHWRRNRYHU
IURP6WHYH3KLOSRWWDV&(2ODVW\HDU
$FKDUWHUHGDFFRXQWDQW'&RVWDKDV
PRUHWKDQ\HDUVH[SHULHQFHDQG
IRUPDOO\WRRNXSKHUQHZUROHODVWPRQWK
She said: Places for People Leisure has
an exciting future and I am delighted to
be joining the board at this time where
I aim to build on the solid foundations
already in place and drive our corporate
financial strategy in accordance with our
RYHUDOOREMHFWLYHVWRFUHDWHDFWLYHSODFHV
'HWDLOVKWWSOHLVU"D )8XB+
(L-R) Ken Campling, Justin Musgrove and Anthony Elliott have all been promoted
Bannatyne top team rewarded
Duncan Bannatyne has rewarded the
senior management team which helped his
health club chain navigate a tricky 2015
with a series of promotions.
Last year saw the jailing of former finance
director Christopher Watson for defrauding
7KH%DQQDW\QH*URXSRXWRIQHDUO\eP
an experience that left Bannatyne feeling
betrayed. During this time, the revamped recently been overseeing the Bannatyne
top team has worked hard to move the
operator forward and redefine its brand as
a premium proposition.
Leading this initiative has been Bannatyne
Group managing director Justin Musgrove,
who has been promoted to the role of
chief executive for his efforts.
Meanwhile, finance director Ken
Campling has also been commended for his
work balancing the books, being given the
new role of chief financial officer and a seat
on the company board.
Completing the shake-up, Anthony
Elliott has been named director of
operations, responsible for day-to-day
operations across the companys health
club, spa and hotel businesses. Elliott has
gym refurbishment programme and has
also played a significant role in the groups
recent acquisitions as it seeks to expand.
In addition to Musgrove, Campling and
Elliott, chair Duncan Bannatyne, director of
estates & facilities Steve Hancock, plus legal
counsel & director Ed James complete the
Bannatyne Group senior management team.
'HWDLOVKWWSOHLVU"D 9DB+

Brice named new Sustrans CEO

Sustrans has announced that Transport
for London (TfL) high-flyer Xavier Brice will
EHFRPHLWVQHZ&(2IURP-XQH
The sustainable transport charity is
excited by the appointment of Brice, who
KDVVSHQWWKHODVW\HDUVZRUNLQJRQD
number of high-profile cycling projects for
7I/+HGHVLJQHGDQHZF\FOLQJVWUDWHJ\IRU
London which led to the introduction
of the Cycle Superhighways and the Boris
ELNH&\FOH+LUH6FKHPHDQGKDVDOVR
overseen the recent London Underground
WUDQVIRUPDWLRQSURJUDPPH
,YHEHHQHQWKXVLDVWLFDERXWWKHEHQHILWV
of cycling for a long time, both professionally
DQGLQP\KRPHOLIHZKHUH,PLQWURGXFLQJ
my young daughters to the joys of getting
DURXQGE\ELNHVDLG%ULFH
As a long-term supporter of Sustrans
,PORRNLQJIRUZDUGWROHDGLQJWKH
RUJDQLVDWLRQDQGPDNLQJZDONLQJDQGF\FOLQJ
a more attractive and practical option for
FRPPXQLWLHVDFURVVWKH8.
Brice will be expected to continue the
ZRUNRI6XVWUDQVLQFKDPSLRQLQJF\FOLQJDV
DKHDOWK\DQGVXVWDLQDEOHIRUPRIWUDQVSRUW
A recent report from the charity highlighted
that three-quarters of the public want the
government to invest more cycling, while
DQRWKHUIRXQGWKH1DWLRQDO&\FOH1HWZRUN
KDVVDYHGWKH8.HFRQRP\PRUHWKDQeEQ
VLQFHLWZDVHVWDEOLVKHG\HDUVDJR
%ULFHZLOOUHSODFH6XVWUDQVFXUUHQWFKLHI
executive Malcolm Shepherd, who left the
FKDULW\DWWKHHQGRI0DUFK
'HWDLOVKWWSOHLVU"D JQ*B+ Brice is a long-term Sustrans supporter

34 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 SIBEC 16 SIBEC 16
UK Europe
25-26 May 2016 16-19 November 2016
The Belfry, Wishaw, Ritz Carlton, Abama,
West Midlands, UK Tenerife, Spain
www.sibecuk.com www.sibeceu.com

What do you get at SIBEC?

= Guaranteed pre-qualied
audience of key decision makers
= Pre-set appointments with buyers
of your choice
= Limited competition
Stephen Waterman, Commercial Director, 1Life
= 3 full days of exceptional networking
The planning, detail and work put in by the
team at SIBEC to ensure a highly organised,
efcient and effective event with a top range of
suppliers (and buyers) makes this an invaluable event
to attend; whereby I can be certain of quality meetings
and networking opportunities with key people in our
industry. An event you cannot afford to miss.

20
20
= Unparalleled value for money
= High Quality Seminar Program
Celebrating 20
years of SIBEC
For more information about
SIBEC please contact:

David Zarb Jenkins

Email: david@questex.com
Tel: +356 9944 8862 www.sibec.com www.hoteceu.com www.spateceu.com

EVENTS CALENDAR
APRIL
710 | FIBO 2016
Cologne, Germany
The worlds leading trade show for
KHDOWKWQHVVDQGZHOOQHVVRHULQJDQ
international platform for managers,
distributors, suppliers and investors. This
years show will see some brand new halls
added, for a hands-on exploration of the
future of the sector.
www.fibo.de
89 | FitPro LIVE 2016
Novotel London West, London, UK
FitPro LIVEs new format will encompass
the FitPro LIVE Workshop Series a
series of interactive single-theme
workshops and FitPro LIVE 2016, two
two-day multi-theme events.
www.fitpro.com/live16
1314 | Millennial 20/20
Victoria House, Bloomsbury,
London, UK
Millennial 20/20 will gather more than
2,000 brands, companies, founders and
start-ups to examine and understand the
Millennial consumer and marketplace.
www.millennial20-20.com
1518 | ECA World Fitness
Conference / OBOW Show
New York City, US
Celebrating its 25th anniversary in 2016,
ECA World Fitness annual shows in New
York and Florida highlight new products,
ideas and concepts.
www.ecaworldfitness.com
C H A R I T Y E V E N T
17 APRIL & 18 SEPTEMBER
10k Stampede at
ZSL London Zoo
Streak past the tigers, slither by
WKHVQDNHVDQG\E\WKHEDWVDV
part of ZSLs London Zoo 10k
stampede in April and September.
Monies raised will help the zoo
care for and conserve some of the
worlds most endangered animals.
Registration includes entry to the
zoo after the race.
www.zsl.org/fundraising-for-zsl
2728 | Active-net 2016
Loughborough University, UK
A networking event with a focus on the
public leisure sector. Educational seminars
take place alongside talks, development
seminars and buyer/supplier meetings.
www.active-net.org
29 April1 May |
Fitness & Health Expo
Melbourne Convention &
Exhibition Centre, Australia
7KUHHGD\VRIDOOWKLQJVWQHVVDWWKH
VRXWKHUQKHPLVSKHUHVODUJHVWWQHVVHYHQW
www.fitnessexpo.com.au/melbourne
Cybertrek 2016 healthclubmanagement.co.uk April 2016
powered by www.leisurediary.com
C H A R I T Y E V E N T
21 MAY
La Mdocaine
Up to 6,500 bikers take part in
Frances La Mdocaine challenge,
which includes fancy dress and wine
tasting en route. Set in the Mdoc
wine region, the routes range from
20km to 80km in distance, with up
to 18 wine tasting stations, musical
stations and beautiful vistas along the
way. Participants are encouraged to
dress themselves and their bikes up.
Its the sister event to the famous
Mdoc marathon, which will be held
in September 2016.
Details: www.medocainevtt.com
M AY
45 | Elevate
Olympia, London, UK
Thie cross-sector event brings together
academia, healthcare, government, the
physical activity sector and performance
experts to focus on the complex societal
challenge of turning the tide of inactivity.
www.elevatearena.com
1315 | BodyPower Expo 2016
NEC, Birmingham, UK
With international stars and industry
experts, an extensive exhibition,
interactive feature areas and competitions.
www.bodypowerexpo.co.uk
1920 | Retention Convention
Austen Court, Birmingham, UK
The event will cover a range of approaches
to increase retention, reduce attrition and
LPSURYHPHPEHUOR\DOW\LQWKHWQHVVDUHQD
www.retentionguru.co.uk
2526 | SIBEC UK 2016
The Belfry, West Midlands, UK
Brings together UK suppliers and buyers
from the local authority, trust and
education markets to participate in a
series of one-to-one meetings.
www.sibec.co.uk
37
 PE FOC
RO

EU

U
S
Valerie
Bnstrm
The joint CEO of Mrs.Sporty talks to Kate Cracknell about a new
functional training model, and bold plans for international expansion

M
y background is in computer science, working
for the likes of Deutsche Bank and JP Morgan.
So when I came to Mrs.Sporty and suddenly
had to work with people, my world changed.
It was a culture shock, but I loved feeling
and seeing the impact you can have when youre working
directly with people, says Valerie Bnstrm, now joint
CEO of the women-only health club franchise.
,ZDVDOUHDG\VSRUW\,GSOD\HGHOGKRFNH\
extensively at university and it gave me such happiness
to see how I could pass that passion on to other people.
She continues: It was my husband Niclas who came
up with the idea for Mrs.Sporty. Hed recognised that in
*HUPDQ\ZRPHQbHVSHFLDOO\WKRVHRYHUZHUHQWEHLQJ
active, and there was nothing out there catering for them.
So he approached Mark Mastrov [founder of 24 Hour
Fitness and NeV in the US] with a view to addressing this,
and the two of them scoured the world looking for a
good concept. They landed on the model of a small club,
150200sq m, local and easy to get to, with a friendly
DWPRVSKHUHDQGKLJKOHYHOVRIDVVLVWDQFHbVRPHWKLQJWKDW
WRGD\LVEHLQJFDOOHGVPDOOJURXSSHUVRQDOWUDLQLQJbDOO
built around a circuit training approach.
At the heart of the Mrs.Sporty concept is a strong
focus on setting and reaching goals. Its not necessarily
DERXWORVLQJZHLJKWbLWVDERXWEXLOGLQJPXVFOHPDVVDQG
making your body healthy, and with it your soul too.
To achieve this, members must be educated, motivated
and supported, so although at some times of the day youll
go in and work out on your own, there are also assisted
times when an instructor gives hands-on personalised
guidance to a maximum of 16 members per session.
A PASSION IS BORN
7KHUVW0UV6SRUW\FOXEODXQFKHGLQZLWK%QVWUP
initially just helping out behind the scenes a supportive
wife rather than a business partner. So what was it that
FRQYLQFHGKHUWRMRLQWKHFRPSDQ\LQDQRFLDOFDSDFLW\"
I didnt really want to work for Niclas business, or
HYHQDORQJVLGHKLP,WVDOZD\VGLFXOWZKHQLWVVRPHRQH
\RXUHLQDUHODWLRQVKLSZLWKbLWFDQVWLOOEHGLFXOWWRGD\
But a situation arose where he needed my help.
7KHUVWFOXEKDGRSHQHGEXWWKHWHDPZDVQWTXLWH
gelling. Niclas is a real visionary, but at the time he didnt
speak great German hes Swedish and had only recently
moved and while he had a great idea and the backing of
Mark, he needed someone to run the club and build the
team. I agreed to help out for a couple of weeks.
And thats when she realised how much she loved
EHLQJDEOHWRPDNHDGLHUHQFHWRSHRSOH"<HVH[DFWO\
And then we started to work with a big sports medicine
research company to really explore the best forms of
training for our target group. I suddenly felt the passion to
develop the best products, the best possible training for
the women I was meeting in our club.
Because its a wonderful community at Mrs.Sporty.
<RXKHDUVWRULHV\RXKHDUKRZPHPEHUVOLYHVDUHJRLQJ
Women of all ages come together members are typically
aged 4955, but we have grandmothers aged 80 too. Im
DQG,ORYHJRLQJDQG,WDNHP\\HDUROGGDXJKWHU
ZLWKPH7KHPHPEHUVDOOEHQHWIURPHDFKRWKHU,WVIDU
PRUHWKDQMXVWDWQHVVFOXE
She continues: Niclas had recognised that he needed
help in running the business, so for a while we led it side-by-
VLGH7KHQLQbE\ZKLFKWLPHZHGVWDUWHGIUDQFKLVLQJ
DQGRSHQHGDFRXSOHRIKXQGUHGFOXEVbZHUHDOLVHGLWZDV
confusing for our now large team to work into two leaders,
especially as he and I bring to the table very distinct sets of
strengths and ways of looking at things.
I therefore went to do an MBA between 2007 and
2009. I still worked for the business while I was studying,
but only looking after international markets Niclas

Mrs.Sportys NPS was already 58, but with the

introduction of our PIXformance concept its now 72

38 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 I NTE RV I E W

looked after Germany. The

plan had been that I would then
leave the company in 2009.
However, I came out of my
MBA with lots of great ideas
I wanted to implement, so
the plans totally changed
and I assumed full responsibility
for the whole operational business
of Mrs Sporty International. Niclas
VWHSSHGLQWRDVWUDWHJLFDQGQDQFLDO
role, working on investor relations and
business development creating our own
membership software, for example, and
developing new concepts to pilot.
It allowed us to play to our respective
VWUHQJWKVDQGIROORZRXUGLHUHQWDUHDV
of passion: Niclas experimenting with new
things; me building teams, helping people
develop, continuing to innovate within our
product to ensure results for our members.

GOING FUNCTIONAL
The latest product innovation, PIXformance,
has been a big one, transforming the Mrs.Sporty
RHULQJYLDWKHLQWURGXFWLRQRILQWHUDFWLYHVFUHHQV
ORRNLQJOLNHKXPDQKHLJKWL3KRQHVWKDWRHU
virtually coached functional training.
Bnstrm explains the rationale for this
new development: When you train with
machines, it gets a bit boring for the body and
even more importantly for the mind. People lose
their motivation after a few years. They want
progression and variation, to learn new things.
:HWKHUHIRUHZDQWHGWRRHUIXQFWLRQDOWUDLQLQJ
LQRXUFOXEVbXVLQJERG\ZHLJKWDQGVPDOOSLHFHVRI

Bnstrm has discovered a great

passion for helping her members

Cybertrek 2016 healthclubmanagement.co.uk April 2016 39

 Having instructors on-hand to help
is key to the Mrs.Sporty philosophy

equipment like Swiss balls, medicine balls and dumbbells
but that presented a challenge. How to make sure,
outside of the assisted times, that members were doing the
H[HUFLVHVFRUUHFWO\bHVSHFLDOO\PHPEHUVOLNHRXUVZKRDUH
a bit older and not necessarily very sport-savvy? Even more
importantly, how to make sure they were doing the best
exercises for them to reach their goals, without them having
WRQGWKHPRQH\IRUSHUVRQDOWUDLQLQJ"
We decided to look for a digital solution that
RHUHGIHHGEDFNDQGWHFKQLTXHFRUUHFWLRQDVZHOODV
personalisation and variety. PIXformance is that solution.
You input your personal goals, do some tests, and then
you stand in front of the screen and do your personalised
ZRUNRXWbLWUHFRJQLVHV\RXYLDD45FRGHWHOOV\RXZKDW
to do next, corrects you if youre doing something wrong,
and tells you how well youre performing.
This allows for high quality individual training, but we
DOVRRHULQVWUXFWRUOHG3,;IRUPDQFHFLUFXLWVZKHUHHYHQ
though you do your own routine moving from station to
station, you get the motivation of working in a group.
We ran some pilots where we introduced
PIXformance alongside our traditional hydraulic circuits
and the member feedback was fantastic: Mrs.Sportys
Net Promoter Score was already 58, but now with
3,;IRUPDQFHLWV:HUHQGLQJRXUWUDLQHUVDUH
happier too, because it frees them up to spend time
focusing on just one person if need be, without feeling
theyve left the other members to their own devices.
She continues: Were 100 per cent convinced
PIXformance is the future, so all new Mrs.Sporty clubs
ZLOOEH3,;IRUPDQFHRQO\bZHDOUHDG\KDYHRYHUVXFK
clubs in Germany, Italy and Austria. Franchisees at our
550 existing clubs can also switch to PIXformance if they
ZLVKbZKHWKHUQRZRUDWWKHQH[WUHIXUEDOWKRXJKZH
ZRQWLQVLVWRQWKLVbWKDWUHDOO\LVQWRXUFXOWXUH
Well keep introducing new exercises to the system
too, so members never get bored were working on a
kettlebell programme now, for example.
Were also able to accurately track results. We
regularly measure members fat and muscle mass on
Tanita scales and we log all this data in the PIXformance
system. That means we can now centrally track the weight
loss progress of hundreds of thousands of women. I think
WKDWVVLJQLFDQW,GRQWZDQWWRVD\DQ\WKLQJRXWRIWXUQ
but I think its fair to say that not many operators have a
clue how their members are really doing.
I suppose this is the computer scientist coming out in
PHEXW,QGLWYHU\VWUDQJHZRUNLQJLQDZRUOGZKHUH
theres so little customer data and insight. PIXformance
lets us monitor everything, right down to how well

Not many operators know how their members

DUHUHDOO\GRLQJ,QGLWYHU\VWUDQJHZRUNLQJLQ
a world with so little customer data
40 healthclubmanagement.co.uk April 2016 Cybertrek 2016
 I NTE RV I E W VA LE R I E B N STR M

members are doing their exercises. Were really just

starting out on all this, but for example well use the data
WRLGHQWLI\ZKLFKH[HUFLVHVDUHPRVWHHFWLYHVRZHFDQ
FRQWLQXDOO\UHQHDQGLPSURYHRXUSURJUDPPLQJ
We should be able to spot trends across our clubs too,
so we can take best practice learnings from franchisees
who are doing particularly well.

EMBRACING HEALTHCARE
Such has been the success of PIXformance that Bnstrm
has already begun to reach beyond health clubs and into
WKHFRPSOHPHQWDU\HOGRIKHDOWKFDUH
,YLVLWHGIRXURUYHKRVSLWDOVODVWZHHNZKLFKHLWKHU
already had PIXformance installed or who bought
LWRQP\YLVLW:HUHVHHLQJDORWRIGHPDQGIURP
physiotherapy clinics too, she says.
Im intrigued to see how the relationship between
WQHVVDQGWKHPHGLFDOVHFWRUHYROYHVRYHUWKHFRPLQJ
years, because its going to be key as the population
continues to age and strain is placed on healthcare and
SHQVLRQV\VWHPV3HRSOHDUHJRLQJWRKDYHWRVWDUWWDNLQJ
more responsibility for their own health.
,WVYHU\KDUGWRWUDQVIHUSHRSOHRXWRIWKHUDS\DQG
into real life though. The therapy phase whether paid for
E\JRYHUQPHQWRUWKHLQGLYLGXDOWHQGVWREHWRRVKRUW
so people come back into mainstream life and theyre still
QRWUHDOO\UHDG\WREHDFWLYHE\WKHPVHOYHV
The nice thing with PIXformance is that physios can
use it with their patients, and then those patients can
come into the real world and use it at our clubs, still doing
the same programme their physio has prescribed and
getting guidance from our trainers.
:HFDQHYHQWXDOO\KHOSWKHPSURJUHVVLQWRQHZ
H[HUFLVHVEXWWKH\VWDUWRE\FRPLQJRXWRIWKHUDS\
and straight into doing something familiar. That makes Steffi Graf
WKHPIDUOHVVOLNHO\WRJLYHXSWKDQLIWKH\ZHUHOHIWWR
exercise on their own at home. Theyre instantly on a
SDWKWRZDUGVDQDFWLYHDQGKHDOWK\OLIH
brand ambassador

G
REACHING NEW MARKETS HUPDQWHQQLVOHJHQG6WH*UDIFDPHRQERDUG
And it isnt just new sectors Mrs.Sporty is targeting. The with Mrs.Sporty at the outset, acting as a brand
operator which currently has clubs in Germany, Austria, ambassador for the business.
6WHKDVEHHQDJUHDWSDUWQHULQRXUMRXUQH\FRQUPV
MRLQW&(29DOHULH%QVWUPDERYHOHIWZLWK*UDI6KH
ZDVYHU\DFWLYHLQWKHHDUO\\HDUVEHFDXVHZHZHUHORRNLQJ
IRUIUDQFKLVHHVDQG6WHLVZHOONQRZQDQGZHOOUHVSHFWHG
That certainly helped fuel our growth.
:HQHYHUUHDOO\XVHGKHULQVLGHWKHFOXEVRUWRGR
member-facing marketing, but for the franchise growth
KHULQYROYHPHQWZDVLQYDOXDEOH
Shes still connected with the business she remains a
shareholder and a supporter but to a lesser extent quite
VLPSO\EHFDXVHZHYHVROGPRVWRIWKHIUDQFKLVHVZHFDQ
in the German-speaking markets: were at 75 per cent of
capacity in Germany and 100 per cent in Austria.
,WKLQNZHYHUHDFKHGWKHSRLQWQRZZKHUHZHQHHGWR
grow Mrs.Sporty as its own brand, independent and on its
RZQWZRIHHWEXWZHUHYHU\KDSS\WRKDYHJRQHDVIDUDV
ZHKDYHZLWK6WH,WKLQNPXFKIXUWKHUWKDQZHFRXOGHYHU
KDYHLPDJLQHG6KHVEHHQDOZD\VDJUHDWSDUWQHUIRUXV
PIXformance will be the model for all new franchises

Cybertrek 2016 healthclubmanagement.co.uk April 2016 41

 I NTE RV I E W VA LE R I E B N STR M
PIXformance enables the clubs to
closely measure members results
Community isnt about chit-chatting.
In sport, if you achieve success together,
you create trust and community
Switzerland, Italy and Poland, as well as a small number
in Russia and the Czech Republic also has bold plans in
terms of expansion into new international markets.
We initially grew very fast, especially between 2008
and 2012, says Bnstrm. Then we stood back a bit,
investing in our product and deciding if we wanted to take
on the world and yes, we do!
We want to grow much bigger than we already are
WRGD\DQG,UPO\EHOLHYHWKDWZHKDYHDQHYHQEHWWHU
concept to roll out now than we had 10 years ago. Im
fully expecting to at least see the same growth again that
we had a few years ago.
She continues: Were looking at rolling out in the
United States right now, and the potential in that market
is huge. If we reach capacity in Germany, that will mean
approximately 600700 clubs. In the US, we believe
we could have 1,000 clubs. Weve already piloted
PIXformance there and we think the appetite for growth
will be even stronger and faster than in other markets.
Meanwhile I think we could easily have 300400 clubs
in Italy, and Spain is on the radar too.
Id love to go to the UK, but location costs are always
so high and thats a barrier for our model. However,
with our new price point PIXformance clubs cost
59 a month, as opposed to the average 45 in non-
PIXformance clubs theres a good chance.
42 healthclubmanagement.co.uk April 2016 Cybertrek 2016
CREATING A COMMUNITY
6RZKDWDGYLFHZRXOG%QVWUPRHURWKHUWQHVV
operators who would like to emulate Mrs.Sportys sense
of in-club community?
$ORWRIWQHVVFOXEVVD\WKDWWKH\KDYHDVHQVHRI
community, and OK, someone says hello when you go in
and theres a trainer walking around, maybe having a chat
ZLWKDIHZPHPEHUVbEXWLWDOOGHSHQGVVRPXFKRQWKH
individual trainer, she says.
At Mrs.Sporty, we dont leave interpretation of the
role of trainer to the individual were very clear what we
expect from them. Community isnt about chit-chatting or
just saying hello. We believe that, in the world of sport, if
youre successful as a team if your success comes from
working together then you create trust and community.
Our trainers really get to know our members. They
motivate them and coach them on their food and diet,
they do check-up sessions every four to six weeks to see
how theyre progressing. And when members trust their
trainer and get results with them, they bring their friends
and a whole community is built.
%QVWUPFRQFOXGHV,QRXUFOXEVZHRHUWHDFKLQJ
assistance, community its a whole experience, a place
you can go to feel good. Thats something you cant get
working out at home and you cant get with an app. Its a
GLHUHQWQHHGZHUHPHHWLQJO
 NEW INNOVATION.

MORE PERSPIRATION.

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choose to push themselves to the limit. Today, we add new innovation to StairMasters portfolio that
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For more information, contact our sales team: uksales@corehandf.com

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2016 Core Health & Fitness LLC. All rights reserved. Star Trac, the Star Trac logo and StairMaster are registered trademarks of Core Health & Fitness, LLC. Schwinn and Nautilus are registered trademarks of Nautilus Inc. used under license to Core Health & Fitness, LLC. #16-00212
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Sandy Macaskill +RZHYHUZHVWLOOIDFHWKHPDMRU

Co-owner, KXUGOHRISODQQLQJFRPPLWWHHVIUHTXHQWO\
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Councils are telling everyone to be more active, but

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street theyd rather see a mobile phone shop
Sandy Macaskill

44 healthclubmanagement.co.uk April 2016 Cybertrek 2016


Brian Morris
Co-founder & CEO,
Aspria
here have been a number of
T FKDQJHVLQWKHWQHVVVHFWRU
property market over recent years.
One trend has been towards sale and
leaseback deals: weve seen it happen in
hotels and its now hit the leisure sector.
It tends to occur in operators with
larger format or standalone facilities
b'DYLG/OR\G/HLVXUHLVRQHH[DPSOH
Either youre an operator or youre
a property owner/investor, but you
DUHQWERWKbUHDOHVWDWHRZQHUVKLSKDV
become separated from the business
operation itself. This OpCo/PropCo split
frees up capital and allows the operating
company to be much more nimble.
Were also seeing a lot of consolidation
in the market. Thats key, because the more
clubs you have in one group, the stronger
WKHFRYHQDQWbDQGWKDWQRWRQO\PDNHV\RX
a more interesting prospect for landlords,
but also for investors. In turn, that begins
to put leisure on the same footing as retail,
RFHVDQGVRRQWKHDVVHWFODVVRIOHLVXUH
Real estate ownership has become separated
from the operation itself, allowing the operating
company to be much more nimble
TA L K I N G P O I NT
Aspria has four clubs in
Germany, where investors
have lower yield expectations
becomes more recognised, which boosts an ownership structure that has yet to
property opportunities. UHFRJQLVHOHLVXUHDVDERQDGHVHFWRULQ
Meanwhile, with a growth in the number of itself. The size of property we require is
operators and facilities, the size of properties DOVRGLFXOWWRQGRXUFOXEVUDQJHIURP
has changed. Theres been a resurgence of
the smaller operating format across Europe:
VTIWER[HVZLWKDQDOPRVW
100,000sq ft to 187,000sq ft.
On a more positive note, in Germany
where we have four clubs investors
retail-style model. Urban centres are currently have a more conservative, long-term
readjusting rental prices accordingly. However, perspective when it comes to real estate.
retail hasnt had that much of a resurgence 7KH\KDYHORZHU\LHOGH[SHFWDWLRQV
in Europe, so isnt a major threat in terms of which plays out in our favour in terms of
securing new sites in the markets where we securing good sites.
operate. People like spending in the UK, but
less so on the continent.
5HDOHVWDWHLVDQH[SHQVLYHFRPSRQHQW
of any operation, so it can make sense
Tom Williams
to share the footfall with a compatible
partner. The idea of putting retail and
leisure in one location may work, for
H[DPSOH+RZHYHU,ZRXOGVWLOODVVHUWWKDW
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accessible locations for members wanting
to visit their club several times a week.
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looking at other countries in Europe to
EURDGHQRXUQHWZRUN7KHGLFXOWLHV
are around planning departments, plus
Brian Morris
Cybertrek 2016 healthclubmanagement.co.uk April 2016 45
 TA L K I N G P O I NT

Jonathan Spaven 7KHUHFRQVROLGDWLRQRIODUJHVSDFH

Property director, users in the supermarket and DIY sectors
The Gym Group has also brought new vacant space to

7
KHSURSHUW\PDUNHWXFWXDWHVZLWK
supply and demand vying to outdo
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fruit post-Lehman and the subprime
mortgage crisis has been snapped up
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opportunities now come forward.
Development is back, particularly in
London. Large residential and mixed-use
schemes are coming through the planning
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a wide variety of leisure occupiers.
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space leisure operators; the new trend
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proliferate, with a peak still to come.
Yet prime space will remain highly
sought after. As some landlords begin to
seek primary prices for tertiary space,
there will be those who pay the price now
and run the risk of literally paying the price
ODWHU,WZLOOEHGLFXOWIRUVPDOOHUFKDLQV
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best sites will go to the best covenants.

Development is back, particularly in London. Large

residential and mixed-use schemes will provide
opportunity for a variety of leisure occupiers
Jonathan Spaven

problems. In the past, we were able to

Stephen Rought-Whitta WDNHUVWRRUVSDFHRYHUVKRSVEXWWKLV
Head of property, space is now more valuable to landlords
Anytime Fitness DQGGHYHORSHUVDVUHVLGHQWLDORURFH
nytime Fitness has 73 clubs in the space. So we now need to look for

A UK, while locations in Europe

include Spain, the Netherlands and
Belgium. Looking back to the bad days of
the recession, it was the mid-market that
UHDOO\VXHUHGLQWQHVV7KHWRSHQGZDV
XQDHFWHGDQGGR]HQVRIGLVFRXQWJ\PV
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in the mid-market and we see ourselves as
the only serious player in it.
We face two big challenges when
LWFRPHVWRQGLQJSURSHUW\2QHLV
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model is all about convenience, both in
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narrows down the places we can go.
7KHUHHPHUJHQFHRIWKHUHVLGHQWLDO
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We would marry up with supermarkets.
We keep our eyes open for businesses
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PD\EHORRNLQJWRGRZQVL]H%XWEH\RQG
that, there are no quick wins.
7KHQXPEHURIJ\PVRSHQLQJLQ
Europe has increased dramatically,
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discounters that are doing all the new club
RSHQLQJV7KDWVZKRZHUHFRPSHWLQJ
DJDLQVWLQ(XURSHEXWWKHUHVURRPIRUD
ORWRIJURZWKWRRSDUWLFXODUO\(DVWHUQ
Europe has big potential.
2XUXOWLPDWHWDUJHWLVWRKDYH
IUDQFKLVHVLQWKH8.E\,DQWLFLSDWHWKDW
the country will be getting close to saturation
point in terms of the number of gym groups
operating in that market by then.

,QWKHSDVWZHZHUHDEOHWRWDNHUVWRRUVSDFHRYHUVKRSVEXWWKLVVSDFHLV
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Stephen Rought-Whitta

46 healthclubmanagement.co.uk April 2016 Cybertrek 2016

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 TA L K I N G P O I NT
Paul Lorimer-Wing
Co-founder & CEO,
easyGym
e see ourselves as a
W convenience model:
were located in highly
pedestrianised footfall areas close to
peoples homes or work. So there
are lots of opportunities for low-cost
RSHUDWRUVZKHQLWFRPHVWRQGLQJ
properties in the UK and Europe.
+LVWRULFDOO\WQHVVKDVQWEHHQWKHPRVW
attractive in terms of property investment,
because operators dont pay high levels
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48 healthclubmanagement.co.uk April 2016 Cybertrek 2016
LWVFXUUHQWO\DJRRGPDUNHWIRUWQHVV
RSHUDWRUVWRSLFNXSSURSHUWLHVbEXW
things can change. There will always be
competition, whether within low-cost or
against occupiers from other industries.
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easyGym would consider a partnership
with a retailer to launch an in-store gym,
but it would come down to convenience,
prominence and if the store were well
attended by the local community.
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Europe. Following a period of over-
development, its possible to obtain
property in Spain at good terms. This has
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spaces that landlords
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Simon Tutt
CCO,
Xercise4Less
e believe location isnt actually
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the member. Health club operators who
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thats the best value, a niche product, a
good environment and equipment are
typically performing well.
Retail rents are probably increasing, but
are a long way behind what they were
at the peak of 2006/07. The rents are
symptoms of supply and demand and risk
management. With growth in consumer
spending, the risks associated with most
WHQDQWVKDYHIDOOHQDQGWKLVLVRVHWWLQJ
the yield required by landlords.
,WKLQNVPDOOHUSURSHUW\GHYHORSPHQWV
are always likely to favour retail. That said,
budget health club operators are now
driving higher footfall levels and are more
able to compete for space.
Our biggest challenge is undoubtedly
managing change-of-use planning
been on our radar for a while and will be
RXUUVWVWHSLQWR(XURSH,DSSUHFLDWHWKDW
UHQWVFDQEHH[SHQVLYHLQRWKHUPDUNHWV
EXW,VWLOOEHOLHYHWKHUHDUHRSSRUWXQLWLHV
certainly in Western Europe.
For smaller low-cost operators, as
well as new start-ups such as the niche/
boutique operators, its tough going up
against the bigger brands that are able to
command much cheaper property deals.
/RRNLQJVSHFLFDOO\DWWKHORZFRVWVHFWRU
,EHOLHYHWKHUHZLOOHYHQWXDOO\EHIRXURU
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half of the sites we review.
Meanwhile, most retailers operating
on very large footprints of 80,000sq ft
have been looking at options to downsize
over the last 24 months. They want to do
this in a way that will drive rental income
and additional footfall. We formed a
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in-store gym in 2013 and we will open
similar sites in the near future.
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that up to 80 per cent of adults would
consider using a health club, but only 14
per cent are currently members. Theres
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However, the management teams of
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 SPEED WILL
CHANGE THE GAME
Only Keiser
Strength Equipment
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allows training with
any resistance, safely,
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If youre looking for ways
to quickly move your
club forward, visit the
Keiser stand, fast.
Keiser Functional Trainer

See us at FIBO Hall 6, Stand B40. keiser.com

2016 Keiser. All Rights Reserved

Walking
alongside a
community
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Ray Algar reports on a remarkable club in Canada
This month I want to share the remarkable story of how
the independent Fifth Avenue Club in Calgary, Canada, is
making a nine-year commitment to support the growth of
communities in the Belo region of western Ethiopia.
WHY FEATURE THIS CLUB?
What appealed to me about this project was the long-term
nature of the clubs support for Food for the Hungry, its
chosen Canadian charity partner.
Darren Kanwischer, owner of the Fifth Avenue Club, had
noticed the tendency for some gyms to approach charity as
a one-time short-term event, whereas he wanted to forge
a long-term partnership that could make a meaningful and
enduring impact, touching thousands of lives.
IT STARTED OVER A COFFEE
Kanwischer became aware of Food for the Hungry and its
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was drawn to the idea of adopting the Belo community as
part of a sustainable development project.
The purpose of Food for the Hungry is to end poverty
one community at a time, and the charity achieves this by
walking alongside a community. Walking alongside means
the charity doesnt believe in short-term handouts, but
instead works to understand the root causes of poverty
50 healthclubmanagement.co.uk April 2016 Cybertrek 2016
D FOC
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and commits to support a community for about 10 years,
after which it should be self-sustaining. It therefore seeks
donor partners who believe in this long-term approach and
who are able to support the funding of health, sanitation,
food security, education and local leadership.
FRIENDLIEST CLUB IN TOWN
Since the 1,440sq m (15,500sq ft) Fifth Avenue Club
opened in 2006, it has focused on becoming the friendliest
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the province of Alberta, with a population of 1.1 million
at the 2011 census. Its a prospering city that has attracted
many of Canadas largest companies, so residents can
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operates nearby, as do Anytime Fitness, a number of
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Friendly and supportive are therefore two important
attributes for this 700-member club as competition
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EVERY MEMBER COUNTS
Since 2007, three dollars of every members monthly
membership subscription is donated to Food for the
Hungry. These compound over the years, which means this
one club has so far donated more than C$250,000.
 GY MTO PI A

The club and other donors are

transforming the lives of 40,000
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I love that Fifth Avenue Club is not only making a

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RWKHUVLGHRIWKHJOREHbDarren Kanwischer
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I love that Fifth Avenue Club is not only making a
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A PERSONAL INVESTMENT
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VWDDQGPHPEHUVIHHODJHQXLQHFRQQHFWLRQZLWKWKH Kanwischer wanted
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SHUVRQDOO\VSRQVRULQJDFKLOGIURPWKHDUHDIRUPDQ\\HDUV Project by: Fifth Avenue Club, Canada
Web:ZZZIWKDYHQXHFOXEFD
MAKING A DIFFERENCE Charity supported: Food for the Hungry, Canada
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WKURXJKWRLWVJUDGXDWLRQLQ'HFHPEHUWKHSRLQWDW Project status: Ongoing and long-term
ZKLFKWKHFRPPXQLW\LVXQWHWKHUHGIURPFKDULW\DQGGHHPHG Impact: Belo region, Ethiopia
WREHVHOIVXFLHQW)RRGIRUWKH+XQJU\FKDUDFWHULVHVWKLVDV Gymtopia keywords: Clothing and Shelter,
EHLQJWKLVSRLQWDWZKLFKWKHFKDULW\LVDEOHWRWUDQVLWLRQIURP Education, Food & Nutrition, Health & Wellbeing
EHLQJWKHFRDFKWRZDWFKLQJIURPWKHVLGHOLQHV

Cybertrek 2016 healthclubmanagement.co.uk April 2016 51

 GY MTO PI A

The project in Ethiopia is providing

fresh, and readily accessible,
drinking water for the villagers

When this stage is reached, more children will be $QGDOOWKLVZLOOKDYHEHHQDFKLHYHGEHFDXVHDKHDOWK

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WOULD THIS CLUB BE MISSED?
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PLVVWKLVFOXELI,ZDYHGDZDQGDQGPDGHLWGLVDSSHDU"

WHATS YOUR CLUBS STORY?

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GYMTOPIA A PLACE WHERE

CLUBS DO SOCIAL GOOD

Gymtopia was conceived by founder and chief

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RZQwww.Gymtopia.org

52 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 aquamat

Manufacturers of
Swimming Pool Covers
& Rollers
for Local Authorities,
Health Club and School Pools

See us at Elevate
Stand AA8
or contact us
sales@aquamatcovers.co.uk
TEL: 01453 884411
FAX: 01453 884499
 AN ELEVATE PROMOTION

ELEVATE:
THE ARENA OF
HEALTH, EXERCISE
& PERFORMANCE
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dedicated to physical activity, bringing together a range of leaders and specialists from all disciplines

P
hysical inactivity is moving higher and higher
up the public agenda, presenting the
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opportunity. An opportunity to
further raise industry standards,
collaborate with healthcare and
connect with those responsible for the highest
levels of human performance.
Taking place at Olympia, London, on 45 May
2016, Elevate will bring together professionals
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how exercise, health and performance connect.
Elevate is a trade event designed to bring together
industry leaders, academics, practitioners, policy makers and
sport scientists to focus on tackling physical inactivity.
Max Quittenton, director of Elevate, comments:
Tackling physical inactivity is widely recognised as politically,
economically and socially more important than ever. An
independently researched, balanced, free-to-attend event of
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then nationally and in the near future, internationally.
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Oxford is a leader of physical activity and public
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physical activity as preventative care. Foster
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have prioritised physical activity and the new
infographics for adults, children and young
people will be essential tools for all health and
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which, working together, have a much better chance
of achieving success than working in silos.
EXHIBITION
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and sponsors including Matrix Fitness, Technogym,
Precor, Pulse Fitness, Origin Fitness, Les Mills, Wattbike,
TRX, Octane and Power Plate attendees will learn more
about how the connections between exercise, health and
performance are developing. With inspiring attractions,
demonstrations and innovative solutions feature areas,

OVERVIEW
Over the two-day event, thousands of attendees will be Technology will be a key theme at Elevate in May
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programme boasting hundreds of speakers and exhibitors.
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which aims to translate between elite sport, amateur
sports and exercise prescription, with the ultimate aim of
both health and performance gains is pleased to support
Elevate. We believe London is the best place for the major
stakeholders to learn more about the ways in which
exercise, health and performance connect.

SEMINARS
Elevate will run three seminars covering Future Performance,
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6WUDWHJLHVWR,QFUHDVH3DUWLFLSDWLRQ6SHDNHUVUHSUHVHQWD
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Health, Public Health England, Juniper Research and TfL.

54 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 The connections between exercise, health and performance are strengthening

including a skills pavilion and technology walk, attendees can (YHU\WKLQJZHGRUHHFWVRXUSDVVLRQIRUWQHVVDQG

immerse themselves in the latest products and research education, while encouraging continuous improvement,
designed to facilitate future cross-sector collaborations. which is why we feel an event such as Elevate is the perfect
Zak Pitt, MD of Jordan Fitness, which will be exhibiting at opportunity to encourage future health innovation.
WKHVKRZFRPPHQWV$V(XURSH
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equipment and education specialist, we're committed to SUPPORTERS
working closely with organisations such as Elevate to provide Supporters of the event include Public Health England
a platform where experts from the leisure sector, academia (PHE), London Sport, the Institute of Sport, Exercise &
and healthcare can come together to help tackle the Health (ISEH), the Chartered Institute for the Management
enormous challenge that is physical inactivity within the UK. of Sport and Physical Activity (CIMSPA), SIBEC, Parkour UK,
and the National Centre for Sport and Exercise Medicine
(NCSEM) among others.
EXHIBITION FEATURES Barry Kelly, strategic lead for Physical Activity and Health
at London Sport, comments: Elevate provides a chance for
Performance Laboratory all stakeholders to contribute and learn more about how the
Evidence base connections between exercise, health and performance are
Start-ups strengthening. I look forward to discussing these topics and
Research Uncovered addressing the importance of collaborative approaches at
Active Aquatic the conference in May.
Skills Pavilion For more information, visit www.elevatearena.com
Technology Walk
Performance Path NAME OF EVENT: Elevate
VIP Lounge DATES: 45 May 2016
VENUE: Olympia, London, UK
WEBSITE: www.elevatearena.com
FIVE SEMINARS NOT TO MISS REGISTRATION: This event is free to attend
TWITTER: @elevatearena
Digital and wearable technology and
FACEBOOK: Elevate
behaviour change
Understanding inactivity and how to PRESS ENQUIRIES: Promote PR
increase participation Amelia Millan
How can advances in elite performance inform amelia.millan@promotepr com
and support public health? Catherine Russ
catherine.russ@promotepr.com
Active ageing using physical activity to
+44 (0)1628 630363
optimise health and wellbeing in older adults
Understanding the role of physical activity for
health and wellbeing of children

Cybertrek 2016 healthclubmanagement.co.uk April 2016 55


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a world of possibilities for businesses, and
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brings a more holistic and integrated
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herself with a brand, her social media
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GRXEWDYHU\HHFWLYHVWUDWHJ\EXWEUDQGV
QHHGWRKDYHDQXQGHUVWDQGLQJRIWKH
LQXHQFHUPDUNHWZKLFKLQGLYLGXDOVDUH
DVVRFLDWHGZLWKZKLFKEUDQGVDOUHDG\DQG
ZKLFKDUHEHVWDOLJQHGWRVXSSRUWWKHLU
VSHFLFEUDQGPHVVDJH7KDWLVZKHUH
03$&7FRPHVLQZHWHOO\RXZKR\RX
VKRXOGEHXVLQJDQGZHGRWKHRXWUHDFK
IRU\RXZKLOHFUHDWLQJWKHFRQWHQW
7KHPHVVDJHKHUHLVFOHDUHPEUDFH
QHZIRUPVRIPDUNHWLQJ&RQWHQWFUHDWLRQ
VRFLDOPHGLDDQGLQXHQFHUPDUNHWLQJDUH
QRORQJHUWKHIXWXUH7KH\DUHWKHQRZ
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Creating an 1MPACT
O ver the past four months,
1MPACT has orchestrated
four online social media and content
campaigns for London-based boutique
RSHUDWRU5HEHOb:LWKFDPSDLJQV
ranging from one-week stints to three- comments: Aligning ourselves with
month promotions, bespoke video and
photo content was created for each
campaign to run across the Facebook,
Instagram and Twitter platforms.
For example, the
#REBELSLEEPREPEAT campaign
which was fronted by some of
/RQGRQVODUJHVWWQHVVLQXHQFHUV
each with social media followings of
20,000100,000 people encouraged
FXVWRPHUVWRbFRPSOHWHIRXUVHVVLRQV
a week for four weeks. People
like Jessica Ball, a London-based
nutritionist, posted about the challenge
four times a week for four weeks to an 1Rebel hosted a party for 100 of Londons
DXGLHQFHRIRYHU/RQGRQHUVb
The campaign reached over a million
people, and although increased sales
and attendance cannot be directly
FRUUHODWHGWRWKHVRFLDOPHGLDLQXHQFHUV and 1MPACT brand names reached over
DWWHQGHHVZHUHQWVSHFLFDOO\DVNHG
what made them decide to visit the club
the 1Rebel founders have no doubt of
WKHSRZHURIWKHLQXHQFHUVLQGULYLQJ
interest in the campaign.
1Rebel co-founder Giles Dean
DXWKHQWLFRQEUDQGLQXHQFHUVZLWK
thousands of followers was key to
VSUHDGLQJRXUEUDQGPHVVDJHb%HIRUH
we knew it, we had a whole
community of Londoners involved in
the #REBELSLEEPREPEAT challenge.
On an hourly basis, photos
and videos were being created
by customers buying into the
#REBELSLEEPREPEAT community.
+DGZHGRQHWKLVZLWKRXWLQXHQFHUV
I have no doubt that our reach would
KDYHEHHQVLJQLFDQWO\VPDOOHU
Additionally, when 1MPACT launched,
ELJJHVWWQHVVLQXHQFHUVDWLWVFOXELQ
Broadgate Circle. As a result of these
LQXHQFHUVSRVWLQJRQ,QVWDJUDPEHIRUH
during and after the event, the 1Rebel
849,000 Londoners in 24 hours.

ABOUT THE
AUTHOR

Louise Rumball
is co-founder
RI03$&7DKHDOWKDQGWQHVV
focused content creation, social
PHGLDPDQDJHPHQWDQGLQXHQFHU
outreach agency. 1MPACT focuses
on creating content for brands
IHDWXULQJWKRVHZLWKLQXHQFH #REBELSLEEPREPEAT
within the market, managing all 1Rebels campaign
social media channels and reporting reached 849,000
RQWKHUHDFKRIHDFKFDPSDLJQb people in 24 hours
www.1mpact.co.uk

58 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 THE ONE CROSS-TRAINER THAT DOES IT ALL

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t
6,TBMFT!PDUBOFGJUOFTTDPN

XXXPDUBOFGJUOFTTDPN

Happy days...
The ultimate gym experience,
starts and ends with Jordan Fitness.

01553 763285 | jordantness.com

 D FOC
RL
O

U
W

S
MOVE
with the times
2SHQSODWIRUPVSHUVRQDOLVHGSURJUDPPHVDQGERXWLTXHVZLWKLQFOXEVDUHMXVWVRPH
RIWKHWUHQGVWKHH[SHUWVDUHLGHQWLI\LQJIRUKath Hudson reports

PHILIPP ROESCH-
SCHLANDERER
Its important for suppliers to connect to
EGYM: CEO all parts of the ecosystem. Unconnected
Gyms need to meet
the consumer demand and closed systems will wither away
for personalisation Philipp Roesch-Schlanderer
and connected
WQHVV7KHLURQ\RI
the present bricks
and mortar health
club business is that
WKHFRVWRIWQHVVLVGHFUHDVLQJZKLOH
WKHYDOXHRIWQHVVDQGKHDOWKWRWKH
FRQVXPHULVLQFUHDVLQJ
,QWKHVKRUWWHUP,WKLQN
FRPPRGLWLVDWLRQDQGGLHUHQWLDWLRQZLOO
FRQWLQXHWRSOD\RXWEXWLQWKHPHGLXP
WHUPGLJLWDOSURGXFWVZLOOWUDQVIRUPDOO
RIWKHWQHVVPDUNHWERWKLQDQGRXWRI
WKHFOXE7KLVLVZK\LWVVRLPSRUWDQW
for suppliers to connect to all parts of
WKHHFRV\VWHP8QFRQQHFWHGDQGFORVHG
V\VWHPVZLOOZLWKHUDZD\
*RLQJIRUZDUGZHZLOOPRYHIURP
MXVWKDYLQJGDWDWRKDYLQJGDWDDQG
XVLQJLW*\PVZLOOEHIXOO\GLJLWLVHG
DQGFRDFKHVRUDXWRPDWHGNQRZOHGJH
ZRUNHUVDV0F.LQVH\FDOOVWKHPZLOO
NQRZHYHU\WKLQJDERXWWKHLUPHPEHUV
DQGEHDEOHWRRSWLPLVHWKHLUWUDLQLQJ
DQGGLHWXVLQJDKROLVWLFDSSURDFKWKDW
DGRSWVWKHODWHVWHOHFWURQLFVRIWZDUH
JXLGHGWQHVVHTXLSPHQW
6RSKLVWLFDWHG&50VRIWZDUHZLOONQRZ
DERXWPHPEHUVKDELWVERWKLQVLGHDQG
RXWVLGHRIWKHFOXEDQGHYHQKRZKDUG
WKH\VKRXOGEHWUDLQLQJ
7KHWUXHGULYLQJIRUFHWKDWZLOOFKDQJH
WKHVKDSHRIWKHWQHVVLQGXVWU\ZLOOEH
60 healthclubmanagement.co.uk April 2016 Cybertrek 2016
Hardware must integrate into
modern software platforms,
says Roesch-Schlanderer
VRIWZDUHDVLWLVLQPRVWLQGXVWULHV
6RIWZDUHZLOOSOD\DLQFUHDVLQJO\ELJUROH
DQGKDUGZDUHWKDWFDQWEHLQWHJUDWHGLQWR
PRGHUQVRIWZDUHSODWIRUPVZLOOGLVDSSHDU
IURPWKHJ\PDOWRJHWKHU
I certainly have no doubt that
VRIWZDUHGHYHORSPHQWVLQWKHWQHVV
VHFWRUZLOOHQDEOHHQWLUHO\QHZEXVLQHVV
PRGHOVZKLFKLVDVROXWLRQRQZKLFK
H*\PLVFXUUHQWO\ZRUNLQJ

PHILLIP MILLS
LES MILLS: CEO
Now is the time for the
industry to innovate
and better cater for
the Millennial market.
,IKHDOWKDQGWQHVV
facilities dont take
action, as our 2008
Future of Fitness white paper suggests,
then they risk a steady demise.
The dominance of the Millennial
market is growing they already make
up half of regular exercisers doing
gym-type activities and these savvy
exercisers are no longer the compliant
consumers we once catered for.
Millennials know what they want and
theyll make sure they get it.
With this in mind, its highly likely that
in the foreseeable future, the popular
PRGHVRIDFKLHYLQJWQHVVPD\EHFRPH
almost unrecognisable.
The market for boutique facilities is
VLJQLFDQWDQGJURZLQJODVW\HDUQHDUO\
twice as many exercisers opted for a
boutique gym experience than in 2014.
More than 40 per cent of the 54 million
PHPEHUVRIKHDOWKDQGWQHVVIDFLOLWLHV
LQWKH86QRZXVHWQHVVERXWLTXHV
F ITN ES S TR E N DS
Les Mills in-club boutique cycle studio,
Chain, targets Millennials with cool imagery
The addition of boutique solutions within
traditional multi-purpose facilities
could be the key to long-term success
Phillip Mills
$QGERXWLTXHRHULQJVDUHQWOLPLWHG
to standalone studios. In fact, the
addition of boutique solutions within
traditional multi-purpose facilities could
be the key to long-term success.
This is something the retail industry has
GRQHZHOOGXULQJWKHVERXWLTXH
fashion stores began to pop up and the
popularity of department stores began to
plummet. In recent years, many department
stores have driven a renaissance by
LQWHJUDWLQJLQVWRUHERXWLTXHRHULQJV
A number of forward-thinking
PXOWLSXUSRVHWQHVVIDFLOLWLHVDUHQRZ
taking this same approach. Whether its
creating high-end, technology-driven
cycle studios or blurring the lines
between exercise and entertainment,
they are re-engineering their overall
value proposition, turning up the
technology and disrupting the status
quo. In doing so, they are better
satisfying the demands of Millennials.
Cybertrek 2016 healthclubmanagement.co.uk April 2016 61
 The High Octane Ride takes nine minutes no need to even get changed
JON JOHNSTON
MATRIX FITNESS UK: MD
Digitisation is a key
theme. It probably
wont and ideally
shouldnt be used
as a substitute for
the human touch,
but where theres a
simple, repeatable
task that doesnt require much thought
or creativity, digitisation should be
employed to support individuals and
help them achieve their goals.
Matrix is currently trialling the High
Octane Ride, which combines digitisation,
cycling and HIIT into one package. When
you log on it gives instructions, and
it helps you to visualise an immersive
scenario for example, Neanderthal man
sauntering across a plain, then facing a
threat and sprinting like crazy. It tells you
when to breathe, your power output and
ROB BARKER
The way pro-athletes train is starting
to lter into the rest of the industry,
which if done well will be a good thing
Jon Johnston
draws the power curve of your sprint.
It also provides a very connected digital
experience: you get an email afterwards
and it really makes you feel part of a
connected training system.
This is a clever use of technology
and sports science to deliver a short,
intense workout. Blue chip corporates
like Barclays and PwC are trialling this
WHFKQRORJ\LQSRGVLQWKHLURFHVDQG
getting a really good uptake, especially
from employees who wouldnt normally
exercise. Its appealing because you
dont need to get changed, and the
experience takes just nine minutes.
studios (combined cardio and functional
This is part of a wider trend towards
our industry re-packaging athletic
performance training techniques: Matrix
is launching the S-Drive performance
treadmill, Technogym has launched the
SkillMill, and operators are installing
athletic performance training zones.
Much of the industrys current strength
techniques emerged in the 1970s from
adapting body-building ideas, but now
athletic performance and sports science
is proving to be the way forward: the
ZD\SURDWKOHWHVWUDLQLVVWDUWLQJWROWHU
into the rest of the industry, which if
done well will be a good thing.
PRECOR: PRESIDENT
2016 looks set to
be another exciting
\HDUIRUWKHWQHVV
industry. Clubs of
all price points are
becoming more
innovative with
SURJUDPPHRHULQJV
LQRUGHUWRGLHUHQWLDWHWKHPVHOYHV
Ray Algars Health Club Industry
Mid-Market Report shows the growing
prominence of the mid-market club.
These clubs are investing in small group
training and highly branded concepts
WRGLHUHQWLDWHWKHPVHOYHVIURPERWK
the low-cost and boutique clubs, and
this trend is fuelling growth in group
functional training, group cycling, hybrid
62 healthclubmanagement.co.uk April 2016 Cybertrek 2016
FODVVHVDQGQHWZRUNHGWQHVV
Functional training gives members
the ability to vary their training
modalities and enables clubs to add
PRUHYDOXHWKURXJKWKHLUVWDZKLOH
also increasing personal training
revenue. Small group training is also
FRPLQJWRFDUGLRDUHDVRQJ\PRRUV
with classes on elliptical, treadmills
and cross-trainers like Precors AMT.
Members are increasingly asking for a
more personalised experience, and in
2016 I expect more clubs to invest in
QHWZRUNHGWQHVVVROXWLRQVZKLFKZRUN
on cardio equipment and smartphones via
an app. The in-club experience will also
feature more personalised media to help Small group training is now
entertain members, and programming FRPLQJWRWKHFDUGLRRRU
to help them achieve their goals.
 F ITN ES S TR E N DS

Obstacle racing is a
fast-growing trend that
clubs should tap into

MERRILL RICHMOND
CORE HEALTH & FITNESS:
VP OF MARKETING
Technology and
community are two
exciting trends. The
KHDOWKDQGWQHVV
space is no longer
limited to just one area:
theres now an overlap
between the home, leisure time and the
KHDOWKDQGWQHVVFOXE
After listening to feedback from
operators, Core Health & Fitness is
introducing new cardio equipment that
LQFRUSRUDWHVDFRQVROHZLWKDH[LEOH
open platform. This allows consumers to
aggregate all their data, both in and out
of the club, from our equipment as well
as from apps like Strava and MapMyRun.
Obstacle racing 5k and 10k races
with added elements such as climbing
URSHVDQGMXPSLQJUHVLVDQRWKHU
IDVWJURZLQJWUHQGDURXQGWKHZRUOG
and were very excited to tap into this
through our partnership with obstacle
race organiser Spartan Race, which is
running events in the UK this year.
In collaboration with Spartan Race,
and using its branding, weve created
workouts on our Stepmill. If members
dont complete an obstacle in the
allocated time, they have to do burpees,
as they would in a real competition.
This is a very vocal community on social
media and we think it will create a buzz.

DAVE WRIGHT
MYZONE: CEO
As a wearable
technology company
built entirely for the
KHDOWKDQGWQHVV
sector, its fantastic that
the number one trend
for 2016 is reported
as being wearable technology. It has
moved beyond the innovators and early
adopters to the vast majority of both
operators and consumers seeking a
digital health solution.
One issue with wearable technology,
however, is that 99 per cent of it isnt
WIRUSXUSRVH:ULVWEDVHGWUDFNHUV
and accelerometers serve no purpose
In the past, the feeders to our industry
have been the likes of WeightWatchers.
Now activity trackers will be the rst
step towards becoming more active
Dave Wright
LQWKHWQHVVLQGXVWU\GXHWRLQDFFXUDWH
readings, potentially providing unsafe
training advice for customers.
Going forward, the main threat to the
sector is from consumer brands trying
WRHQFURDFKLQWRWKHWQHVVLQGXVWU\
space, providing coaching that will take
customers away from clubs and make
the operator redundant. In response,
the industry needs to embrace members
data within its own ecosystem.
Despite this, the future looks exciting
and technology can bring new audiences
into our clubs. In the past, the feeders
to our industry have been the likes of
:HLJKW:DWFKHUVDQG6OLPPLQJ:RUOG
now it will be those who have an activity
WUDFNHUDVDUVWVWHSWREHLQJDFWLYHO

Cybertrek 2016 healthclubmanagement.co.uk April 2016 63

 A MATRIX PROMOTION

SEARCH FOR THE HERO

INSIDE YOURSELF...
With the Rio Olympic Games only months away, its inevitable that thoughts turn to success
stories of previous Games and, most notably, the people who made it to the podium.
But will the real winners in 2016 be those who see through the media hype and draw from the
journeys to the Olympic stage, and the experiences of the also-rans?

HERO:

A person who is admired for their

courage, outstanding achievements,
or noble qualities.

raditionally, the term hero has

T been reserved for those who

demonstrate heroic feats during
times of war. While not on a par
with those in the trenches, athletes do have
a need for physical and emotional courage.
Sadly, their route to success is often edited,
resulting in sporting stars like Usain Bolt
seemingly appearing from nowhere to take
Olympic glory overnight.
In reality, such talent is the result of years
of hard work and dedication to a chosen
discipline. Indeed, Bolts success in the
2012 Olympics was a journey that started
PDQ\\HDUVEHIRUHKLVUVWPHGDOEHLQJD
slightly less newsworthy bronze at a high
school athletics meet - but he isnt the only
example of legendary talent taking its time
to manifest.
As a sophomore, Michael Jordan was
rejected from his high schools varsity
basketball team, apparently lacking the Leave no stone unturned and do
necessary skills. He turned it to his
advantage though, stating: everything possible to make yourself
I have failed over and over and
over again in my life. And that is why the best you can possibly be. Dani King MBE
I succeed.

 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 WHO DO YOU
ASPIRE TO?

Colin Jackson CBE

Former 110m Hurdles World Champion,
Olympic Silver Medallist,
Team Matrix Ambassador

CLOSER TO HOME
Team Matrix ambassador and Olympic
Champion, Dani King MBE - having missed
out on selection for the British Cycling U23
Academy - left the British Cycling system
in 2009, before being invited back in 2010
when her work ethic, coupled with the no
stone left unturned mentality to training,
resulted in her improving in leaps and
ERXQGVb7KHUHVWDVWKH\VD\LVKLVWRU\
with Dani going on to win Olympic gold
and three World Championship golds, along
with a handful of European and British
Championship medals and titles.

Q. WHO WON THE

MENS INDIVIDUAL
SKI JUMP AT THE 1988
WINTER OLYMPICS?
I might not always be the best athlete on
CLUE: It wasnt Eddie The Eagle
Edwards, but who could forget the paper, but I will work the hardest and I
UVWFRPSHWLWRUWRUHSUHVHQW*UHDW
Britain in Olympic Ski Jumping? There will never give in. Joe Townsend
were no ski jumps in Britain for him
to practice on, he had to wear glasses
while jumping due to far-sightedness, Joe Townsend, another Matrix
he had no funding and wore second- Ambassador and Rio hopeful is just as
hand boots, but against all the odds he committed, commenting:
was determined to compete! I might not always be the best athlete on
paper, but I will work the hardest and I will
Answer on page 70. never give in.

Cybertrek 2016 healthclubmanagement.co.uk April 2016 

 A MATRIX PROMOTION

WHAT MAKES
THE DIFFERENCE
BETWEEN GOOD
AND GREAT?

Isla Rush
Matrix Fitness Racing Team cyclist
& Team Matrix Ambassador

Sport does have a competitive edge,
and, ultimately contenders train hard with
the belief that its getting them closer to
a win; a faster time, a higher jump, but, as
VWDNHKROGHUVLQWKHWQHVVLQGXVWU\SHUKDSV
our focus should be on what it takes to
get them there; the dedication and drive -
ingredients for success that make an athlete
inspirational and, at the same time, their
achievements realistic?
ITS ALL ABOUT YOU
Conscious of the public platform that
VSRUWRHUV0DWUL[ZRUNVFORVHO\ZLWK
7HDP0DWUL[DPEDVVDGRUVRHULQJGLUHFW
access to athletes at all levels and providing
unedited insights into their journeys;
inspiring the next generation and challenging
them to be the best that they can be.
One example of this was the brands
support for Fan-Backed Womens Racing
a network of cycling professionals,
riders, and fans dedicated to furthering
opportunities for womens cycle racing
run in conjunction with British Cycling
coach, Huw Williams. The sessions inspired
young rider, Isla Rush, to race, and earlier
this year she was signed by the Matrix
Fitness Racing Team as they sidestep from
traditional cycling team environments to
focus on developing riders and supporting
them to realise their potential.
Matrix work with the cycling team
has led to a nomination for Sponsor
Partnership of the Year in the Womens
Sport Trust #BeAGameChanger awards.
The awards recognise those individuals and
organisations doing the most to progress
womens sport and inspire others to take
action. With obesity and physical inactivity
an ever-present challenge for todays society,
clearly something needs to change, and
with the Olympics just around the corner,
there is no better time to convince the next
generation to search for the hero inside
themselves.
Matrix Fitness:
Its all about you!

Answer: Matti Nykanen

TEAM MATRIX ROLL CALL TEL:
0800 389 6078 (UK freephone)
&ROLQ-DFNVRQ&%(-RQDWKDQ(GZDUGV&%(6DOO\*XQQHOO2%(/DXUD7URWW2%( EMAIL:
Dani King MBE, Elinor Barker, Lucy Martin, Matrix Fitness Cycling Team, Renault LQIR#PDWUL[WQHVVFRXN
Sport Formula 1 Racing Team, Redbull Racing, Wigan Warriors, Derby County FC, WEB:
Northamptonshire County Cricket Club, Ben Morgan, Joe Townsend, Bernie Shrosbree ZZZPDWUL[WQHVVFRXN

 healthclubmanagement.co.uk April 2016 Cybertrek 2016

COMING SOON

COMING SOON

S I M P LY. . .
PURE, RAW POWER

21 24 MARCH 2016
Hall 6, Stand 2200

7 10 APRIL 2016
Hall 6, Stands D22 & E25

www.matrixfitness.co.uk
 PE FOC
RO

EU

U
S
EUROPEAN
LEADERS
The latest edition of Leading Operators - Fitness in EuropeDQDO\VHVWKHODUJHVWKHDOWKDQGWQHVV
club operators in Europe. Authors Niels Gronau and Gregor TitzeUHSRUWRQWKHNH\QGLQJV

B
y the end of 2015, there were
a total of 9.3 million people
exercising at the leading 20
providers across Europe
an increase of 1.1 million
customers (13.3 per cent) compared to the
previous year. British and German budget
operators show the strongest growth.
To be listed in the top 20 operators
by members, operators needed at least
210,000 members at the end of 2015; to
EHUDQNHGLQWKHWRSWKDWJXUHURVH
to 430,000 customers (see Figure 1).
The approximately 3,300 clubs
belonging to the top 20 operators hosted
on average around 2,800 members each.
TOP PLAYERS BY MEMBERS
7KHOHDGLQJWQHVVFRPSDQ\E\PHPEHU
numbers remains German budget provider
McFIT. Over 1.4 million people currently
exercise in the operators clubs in
Germany, Austria, Poland, Spain and Italy.
Germany remains the companys largest
market with 169 clubs. In 2015, McFIT also
launched its new concept, High5 facilities
of smaller size and with a price starting at
9.90 in Germany and Austria.
Second-ranked Basic-Fit/HealthCity
group realised a growth of almost 50 clubs
over the year and now has more than
1.1 million members. According to media
reports, the company partially owned by
SULYDWHHTXLW\UPLVLQFHSODQVWR
conduct an IPO later this year. Should this
go ahead, it will represent the second big
WQHVVRSHUDWRU,32LQ(XURSHDIWHUDQ
absence from European stock exchanges
IRUPRUHWKDQDGHFDGHWKHUVWEHLQJ
the successful IPO by British budget
operator The Gym Group (11th in the
current ranking) at the end of 2015.
The realised valuation of The Gym
*URXSDQGWKH,32HRUWVRIRWKHU
providers like Basic-Fit, and SoulCycle
LQWKH8QLWHG6WDWHVVKRZWKDWWQHVV
companies seem not only to be of interest
to institutional investment companies, but
also to investors among the general public.

FIGURE 1: TOP 20 OPERATORS BY MEMBERS

McFIT
Basic-Fit/Health City
Pure Gym
9.3 million
people exercise
Virgin Active
clever t
at the leading
Health & Fitness Nordic 20 providers
David Lloyd Leisure
Fitness World
in Europe an
Fitness First increase of
SportCity/Fit For Free
The Gym Group
Nufeld Health
ALEX Fitness
1.1 million
customers
DW Sports
Kieser Training
Xercise4less Meanwhile British operator Pure Gym
INJOY bZKLFKLVDOVRUXPRXUHGWREHFRQVLGHULQJ
Groupe Moving an IPO now ranks third with its
OWNED approximately 700,000 members.
ACTIC
FRANCHISE In comparison to last year, the company
LOrange Bleue
was able to move up three positions,
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 outstripping established players such as
MEMBERS Virgin Active and David Lloyd Leisure.

68 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 EU RO PE A N R ES E A RC H

Xercise4Less entered
the member numbers
ranking at 16th place

However, the biggest jump of all came

FIGURE 2: CLUBS & MEMBERS OF THE LEADING OPERATORS from German franchise provider clever
5,000 10 WZLWKPRUHWKDQPHPEHUVDW
WKHHQGRILWOHDSWXSYHSODFHV
IURPWKWRIWKLQWKHOLVW
There are two new providers in the top
4,000 8
;HUFLVH/HVVDQRWKHU%ULWLVKEXGJHW
MEMBERS (IN MILLIONS)

SURYLGHUHQWHUHGWKHUDQNLQJLQWKSODFH
ZKLOHIUDQFKLVHRHULQJ/2UDQJH%OHXH
3,000 6 ZKLFKKDVDERXWFOXEVSULPDULO\LQ
CLUBS

)UDQFHbFRPHVLQDWQXPEHU
1RWLQFOXGHGLQWKHWRSLV&URVV)LW
2,000 4 $OWKRXJK&URVV)LWER[HVH[LVWLQ
(XURSHWKH\GRQWPHHWWKHFULWHULDIRUD
WQHVVFOXEFKDLQGXHWRWKHSXUHOLFHQVH
SD\PHQWWR&URVV)LW,QF:HUHLWLQFOXGHG
1,000 2 &URVV)LWZRXOGEHUDQNHGLQWKHPLGGOHRIWKH
WRSZLWKDQHVWLPDWHGWRWDORIPRUHWKDQ
PHPEHUVbDVLJQLFDQWSUHVHQFH
0 0
MEMBERS UP, LOCATIONS DOWN
2012 2013 2014 2015 (DFK\HDUWKHQXPEHURIPHPEHUVMRLQLQJ
WKHOHDGLQJ(XURSHDQRSHUDWRUVJURZV
,QWKHWRSRSHUDWRUVKDGDERXW
Members top 10 Members top 11 to 20 seven million members between them;
LQWKDWQXPEHUKDGVXUSDVVHGQLQH
Clubs top 10 by members Clubs top 20 by members PLOOLRQFXVWRPHUVVHH)LJXUH

Cybertrek 2016 healthclubmanagement.co.uk April 2016 69

 EU RO PE A N R ES E A RC H

CrossFit does not meet the ranking criteria,

but if it had, it would sit in the middle of
the top 20 by number of members
*LYHQWKHLQRZRIIXQGVWKURXJKWKH
aforementioned IPO of The Gym Group,
EXWDOVRWKHVXSSRUWRIQDQFLDOLQYHVWRUV
at the remaining British providers, it may
be only a matter of time before they dare
to make the jump to continental Europe.
Moreover, the 11 fastest growing
companies are at least partially active
LQWKHEXGJHWVHJPHQW7KHVLJQLFDQWO\
higher revenue per member of Health
& Fitness Nordic is caused by its higher-
priced brand SATS ELIXIA, but its growth
was achieved in the Nordic region thanks
in part to its budget brand Fresh Fitness.
However, while the top 20 is led by
British companies with regard to growth,
two other British operators come in
The drop in the total number of clubs GROWTH & REVENUE at the bottom with the weakest club
owned by the top 20 chains was caused by Finally, Figure 3 shows the average development performance: both Virgin
the fact that two small footprint franchise annual club growth of the leading Active and Fitness First have adjusted
operators left the member-based ranking: providers in relation to the revenue per their portfolios in recent years and sold
Curves (in 2014) and Mrs.Sporty (in 2015) member; the bubble size corresponds to individual clubs. Virgin Active found a
had contributed a relatively high number of the number of members at the provider new investor last year, and media reports
clubs compared to traditional providers. as at 31 December 2015. suggest that Fitness First could also face a
A certain dominance of British When considering this illustration, change of ownership.
operators becomes clear while looking it becomes clear that especially the
at the geographical origin of the largest British-based budget operators namely SHAPE OF THE FUTURE?
chains. Eight of the 20 providers originate Xercise4Less, Pure Gym and The Gym It will be exciting to see what 2016 brings,
from the United Kingdom. In contrast, Group have been able to increase their and not only for the leading market
only three companies are based in number of clubs, with average growth players. Will the growth of budget
Germany. Other countries that are home rates of at least 30 per cent per year operators continue? How can other
to the headquarters of more than one witnessed among these operators. operating concepts position themselves in
top 20 operator are the Netherlands and They are closely followed by the the market? How will small, modern, niche
France, with two companies each. German budget operator clever fit. concepts develop further? And what role
will investors play in the industry this year?
We will certainly be watching with
FIGURE 3: SALES GROWTH OF THE TOP 20 PROVIDERS interest as the story unfolds. O
1,200

David Lloyd Leisure Bubble size = number of members

1,000
Revenue per member (in Euros)

Virgin
Active
Nufeld Health
800
Health & Fitness Nordic
INJOY
600 ABOUT THE AUTHORS
Fitness Kieser Basic-Fit/
First Training HealthCity LOrange Bleue
400 Niels Gronau and Gregor Titze are
clever t Pure Gym
ACTIC respectively MD and head of market
Fitness
World research for edelhelfer GmbH an
200
advisory boutique set up to partner
ALEX Fitness McFIT Xercise4Less
DW Sports The Gym Group its clients at all stages of their
0 SportCity/Fit For Free Groupe Moving corporate development.
The new report Leading
-10% 0% 10% 20% 30% 40% 50% 60% 70% Operators - Fitness in Europe (31
Average annual club growth (CAGR) 2012 to 2015 'HFHPEHUbLVDYDLODEOHRQ
request at www.edelhelfer.eu
DE GB NL FR OTHERS

70 healthclubmanagement.co.uk April 2016 Cybertrek 2016

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What
makes
a loyal
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Whats making health club customers unhappy, what will grow their loyalty,
and how do we join the dots to make more customers loyal to our clubs?
Jon NastaRHUVLQVLJKWIURPWKHODWHVW/LVWHQDQDO\VLV

W
alt Disney once said: Do QHJDWLYHIHHGEDFNRUUHYLHZVWRRWKHUV EULHQJEHORZWRLGHQWLI\SRVLWLYHDQG
what you do so well GDPDJLQJWKHEUDQGVUHSXWDWLRQ QHJDWLYHPHQWLRQVRIWRXFKSRLQWVSODFHV
that theyll want to see :LWKWKLVLQPLQGZHVRXJKWWRQG or processes where customers interact
it again and bring their DQVZHUVWRWZRHVVHQWLDOTXHVWLRQV)LUVWO\ ZLWKWKHEUDQGVXFKDVWKHIDFLOLW\DQG
IULHQGV,QDQ\LQGXVWU\ ZKDWLVLWWKDWVFXUUHQWO\GLVVDWLVI\LQJ attributes (qualities or characteristics such
and the competitive health club industry is
no exception knowing how to get your
customers returning and bringing along
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customer to make a sustained investment
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behaviour is providing a recommendation
to other potential customers, resulting in
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research has consistently shown that
customers? And secondly, what will help DVFOHDQOLQHVVIRULQVWDQFH
to grow customer loyalty? Touchpoints and attributes work to
create an attitude or emotion about the
TOWARDS BRAND LOYALTY brand, which in turn drives consumer
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/LVWHQPHPEHUVXUYH\VVHH/LVWHQXS DQDO\VLVWKHUHIRUHFDWHJRULVHGWRXFKSRLQWV
LISTEN UP!
On behalf of its clients, Listen360 conducts ongoing online Net Promoter
Score (NPS) surveys of customers, allowing companies to hear the voices of
their customers in real-time. The surveys ask customers: How likely are you to
recommend [brand X] to your friends and family? followed by a question asking
them to explain the reason for their 110 rating.
In 2015, Listen360 conducted an analysis of over one million customer surveys to
learn what aspects of the customer experience had the biggest impact on customer
loyalty in various segments of the health club industry. The analysis randomly
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business growth; this is the insight on DQGODUJHWQHVVVLWHVRYHUVTIW
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Semi-automated text analysis and advanced statistical analysis then ranked
customer comments and related them to their loyalty. The text comments were
analysed for positive and negative mentions of touchpoints (places or processes
where customers interact with the brand, such as the facility) and attributes
(qualities or characteristics such as cleanliness).

72 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 R E TE NTI O N S E R I ES

Friendliness of club
VWDZDVDFRPPRQO\
PHQWLRQHGGHOLJKWHU

and attributes into one of three types:

FIGURE 1: TOP BARRIERS BY SEGMENT
barriers, delighters or key drivers.
CHILDRENS HEALTH CLUB HEALTH CLUB Barriers are minimal expectations that
YOGA BOUTIQUE CLASSES
PROGRAMMES (SMALL-MIDSIZE) (LARGE)
dissatisfy customers if performed poorly,
Too Expensive/Not Too Expensive/Not Too Small, Cramped/
Poor Communication
Too Small, Cramped/
Changing Rooms
EXWGRQWKDYHDQ\SRVLWLYHHHFWRQ
Good Value Good Value Crowded Crowded
customer loyalty if performed well. One
No or Limited Too Small, Cramped/ Too Expensive/Not Too Expensive/Not
Equipment
Do Not Resolve example would be clean bathrooms: this
Availability Crowded Good Value Good Value Issues Quickly/At all
is a minimal expectation which if not met
Too Small, Cramped/ Inexible/ Poorly Organised/ Late to Start/Poor No or Limited Temperature Air causes customer dissatisfaction. However,
Crowded Restrictive Managed Use of Time Availability Flow Issues
clean bathrooms wont be the reason your
Temperature Air Late to Start/Poor Inexible/
Changing Rooms
Inconvenient Hours/
Poor Communication
customers recommend you.
Flow Issues Use of Time Restrictive Scheduling
Delighters are the wow factors
Not Challenging Lacking Consistency/ Front Desk Staff/ Too Small, Cramped/
Changing Rooms
Payment/Billing that arent expected by customers.
Enough Continuity Receptionist Crowded Process
They improve customer loyalty when
Pool Showers
performed well, but if absent or not
performed well, theres no damage done.
An example might be an unexpected
JLYHDZD\VXFKDVDIUHHFODVVRUDRZHU
on Valentines Day. The delighters are your
EUDQGVGLHUHQWLDWRUVWKDWZLOOPDNH\RX
FIGURE 2: TOP DELIGHTERS BY SEGMENT
stand out above the competition.
CHILDRENS FITNESS FITNESS Key drivers work both ways: when
YOGA BOUTIQUE CLASSES
PROGRAMMES (SMALL-MIDSIZE) (LARGE)
not performed well, customers will
The Lesson/Class/
Friendliness
The Employees/
Friendliness Friendliness The Facility/Space
EHGLVVDWLVHGZKHQSHUIRUPHGZHOO
Workout Staff
customer loyalty will increase.
The Facility/Space
The Employees/ The Atmosphere/
Fun Fun Helpful
As an example, consider the quality of
Staff Environment
an exercise class. If the instruction is poor
Experienced/ Encouraging/ Personalised and the class is boring, your customers
Friendliness Fun Supportive/ Convenient Location
Knowledgeable Service
Motivating will be disappointed and probably wont
The Employees/ The Atmosphere/ Plenty of Variety/ Plenty of Variety/ Encouraging/
Supportive/
Warm/Welcoming/ return. However, if the instruction
Staff Environment Options Options Inviting
Motivating is excellent and the class enjoyable,
The Atmosphere/
Helpful High Energy/Positive
Personalised Plenty of Variety/
Easy to Use
customers will want to return and share
Environment Service Options the experience with their friends.

Cybertrek 2016 healthclubmanagement.co.uk April 2016 73

 R E TE NTI O N S E R I ES

$JDLQODUJHKHDOWKDQGWQHVVFOXEV
FIGURE 3: TOP KEY DRIVERS BY SEGMENT
GLHUIURPWKHRWKHUVL[VHJPHQWV)RU
CHILDRENS HEALTH CLUB HEALTH CLUB this segment, customers are delighted by
YOGA BOUTIQUE CLASSES
PROGRAMMES (SMALL-MIDSIZE) (LARGE) the facility/space, helpfulness, convenience,
The Teachers/ The Teachers/ The Lesson/Class/ The Teachers/ The Teachers/
Cleanliness
warm/welcoming/inviting feeling, and the
Instructor/Coaches Instructor/Coaches Workout Instructor/Coaches Instructor/Coaches
club being easy to use.
Convenience of The Lesson/Class/ The Teachers/ The Lesson/Class/ The Lesson/Class/ The Employees/ These are the areas in which you can
Workout Instructor/Coaches Workout Workout Staff
Hours/Scheduling IRFXV\RXUHRUWVWRUHDOO\PDNH\RXUFOXE
Peacefulness The Facility/Space Friendliness The Employees/Staff The Employees/Staff Equipment
or studio stand out from the crowd.

Cleanliness The Facility/Space

Organisation/
Cleanliness Friendliness
IN THE BALANCE:
Management
PRIORITISING THE KEY DRIVERS
Convenience of
Cleanliness The Facility/Space The Facility/Space Spaciousness
In our analysis, two crucial touchpoints
Hours/Scheduling
emerge as the most common key drivers
across the segments, and these really are
WKHUDLVRQGHWUHRIWKHKHDOWKDQGWQHVV
industry: the personal trainers/instructors/
So why categorise the touchpoints WHAT WOWS CUSTOMERS? coaches and the lesson/class/workout (see
and attributes of the experience? Friendliness is what delights many details in Figure 3).
Because knowing which elements of customers across a variety of club formats For the large health clubs, which are
the experience fall into each category (see Figure 2, p73). Other common less class-based and more self-designed,
is helpful for prioritising your clubs GHOLJKWHUVLQFOXGHWKHHPSOR\HHVVWDDQG the top key drivers are cleanliness,
RSHUDWLRQDOGHFLVLRQVDVZHOODVHHFWLYHO\ the atmosphere/environment. WKHHPSOR\HHVVWDHTXLSPHQWVWD
managing your resources. Meanwhile, being enjoyable and friendliness and spaciousness.
With barriers, only a minimally having plenty of variety/options delight Consistently good performance on
acceptable level of performance is customers in the yoga, boutique, childrens WKHVHNH\GULYHUVLVQHFHVVDU\bDQG
required to prevent dissatisfaction programmes and small to medium-sized ultimately rewarding. Get it wrong and
spending any more on barriers would not health club segments. face the consequences.
be appreciated by customers and would
be a waste of time and money. With key
TOP NEGATIVE THEMES
drivers, your performance needs to be FIGURE 4: NEGATIVE EXPERIENCE AT
on-target with customer expectations, SMALL TO MEDIUM-SIZED CLUBS Equipment with limited
and with delighters you should aim availability and not
well-maintained
to over-perform in order to generate The facilty/space
positive feelings and promote your brand. Too small, Changing rooms Equipment crowded in too
cramped/crowded Not functioning/
working small a space in the facility
IDENTIFYING MEMBERS
Equipment Lessons/classes/workouts
Not well Dirty/untidy
scheduled at inconvenient hours
MINIMUM EXPECTATIONS maintained No or
limited
availability and not challenging enough
2XUDQDO\VLVLGHQWLHGWRRVPDOO Inconvenient hours/ Teachers/instructors/coaches
FUDPSHGFURZGHGDQGWRRH[SHQVLYHQRW scheduling Mats
The lesson/
class/workout that fail to provide guidance and
good value as the most common barriers are too noisy/loud
Not challenging enough
Too noisy/loud
across the various segments. For class-
Booking/scheduling
The teachers/ Dirty changing rooms,
based/boutique segments, other issues process
instructors/coaches
exercise mats
Lack of
VXFKDVODWHWRVWDUWSRRUXVHRIWLPH Lacking consistency/continuity guidance
A booking/scheduling process
QRRUOLPLWHGDYDLODELOLW\DQGLQH[LEOH that is inconsistent
restrictive emerged as attributes causing
dissatisfaction among customers.
/DUJHFOXEVKDYHDGLHUHQWVHWRI
FIGURE 5: POSITIVE EXPERIENCE AT
barriers that include elements of the
SMALL TO MEDIUM-SIZED CLUBS
physical environment changing rooms,
VKRZHUVDQGWHPSHUDWXUHDLURZLVVXHV
as well as elements of the customer Fun TOP POSITIVE THEMES
relationship such as issue resolution, Helpful The teachers/ Fun teachers/instructors/
instructors/ coaches and fun lessons
communication and payment/direct debits. coaches
The Friendly The classes/workouts
Make sure you know which elements employees/ lesson/class/
of the customer experience are deal- staff workout Employees/staff who are
breakers in your segment (see Figure 1, friendly, helpful,
p73) and ensure that those elements Experienced/ experienced and
knowledgeable
are delivered to the minimum expected Warm/ knowledgeable
welcoming/
standard. If not, youll have a whole raft inviting Employees/staff who are
Clean/
RIGLVVDWLVHGFXVWRPHUVZKRFRXOG tidy The facility/ warm/welcoming/inviting
Convenient location space
potentially harm your brand. A convenient location

74 healthclubmanagement.co.uk April 2016 Cybertrek 2016

Working together for a brighter future

www.1lifemanagementsolutions.co.uk
Cybertrek 2016 healthclubmanagement.co.uk February 2016 53
 R E TE NTI O N S E R I ES

Top negatives include

unavailable equipment
and crowded spaces

CONNECTING THE DOTS

6RKRZDUHWKHGLHUHQWHOHPHQWVRI
WKHFXVWRPHUH[SHULHQFHUHODWHG"
SO WHERE DO WE
,QWKHVHFRQGSDUWRIRXUDQDO\VLV
ZHORRNHGDWWKHUHODWLRQVKLSEHWZHHQ
GO FROM HERE?
WKHFULWLFDOWRXFKSRLQWVDQGDWWULEXWHV
ERWKLQWHUPVRIZKDWFRQWULEXWHV 7KHDQDO\VLVKDVSURYLGHGVRPHLQVLJKWLQWRZKDWWKHFXVWRPHUVRIGLHUHQW
WRDQHJDWLYHH[SHULHQFHDQGZKDW WQHVVVHJPHQWVUHTXLUHERWKWREHVDWLVHGDQGWREHZRZHG7RHHFWLYHO\XVH
FRQWULEXWHVWRDSRVLWLYHH[SHULHQFH this information, we recommend taking the following actions:
8VLQJDQDQDO\VLVRIVPDOOWRPHGLXP O Conduct surveys to measure how your brand performs on the touchpoints
VL]HGFOXEVDVDQH[DPSOHZHFDQEHJLQ DQGDWWULEXWHVWKDWPRVWDHFWOR\DOW\IRU\RXULQGXVWU\VHJPHQW
WRXQGHUVWDQGKRZWKHGRWVFRQQHFWIRU
FXVWRPHUVVHH)LJXUHV S O Prioritise your improvement HRUWVWRPHHW\RXUEXVLQHVVJRDOV,Q
,QWKHVHJXUHVWKHVL]HRIWKHEXEEOH JHQHUDOZHUHFRPPHQGSULRULWLVLQJWKHLPSURYHPHQWVLQWKLVRUGHU
UHSUHVHQWVWKHIUHTXHQF\RIPHQWLRQV Reduce dissatisfactionDQGPHHWPLQLPXPH[SHFWDWLRQVE\LPSURYLQJ
ELJJHUEXEEOHVPHDQPRUHSHRSOH EDUULHUVWKDWDUHXQGHUSHUIRUPLQJ
PHQWLRQHGLWZKLOHEXEEOHSUR[LPLW\LV
Increase customer satisfactionDQGOR\DOW\E\[LQJDQGLPSURYLQJRQ
OLQNHGWRWKHFRRFFXUUHQFHRIPHQWLRQV
FORVHO\SRVLWLRQHGPHDQVWKH\ZHUHPRUH WKHNH\GULYHUVVWDUWLQJZLWKWKHZRUVWSHUIRUPLQJ
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ABOUT THE
AUTHOR
Jon Nasta is MD
of Retention Solutions,
whose services include Listen360
and rewards scheme Perkville,
and director of ecommerce and
marketing at Xercise4Less.
jon@retentionsolutions.co.uk
www.listen360.com www.perkville.com
Wow your customersE\DGGLQJRULPSURYLQJRQ\RXUSHUIRUPDQFH
ZKHQLWFRPHVWRGHOLJKWHUV
O Track your performanceRYHUWLPHWRPRQLWRUWKHLPSDFWRI\RXU
LPSURYHPHQWHRUWVRQFXVWRPHUOR\DOW\DQGVDWLVIDFWLRQ
O Stay up to dateRQZKDWDHFWVFXVWRPHUOR\DOW\FXVWRPHUVQHHGVZLOO
LQHYLWDEO\FKDQJHRYHUWLPH<HVWHUGD\VGHOLJKWHULVIUHTXHQWO\WRGD\VNH\GULYHU
DQGWRPRUURZVEDUULHU
If you know what your customers need, and you deliver on this well, you will reap
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I have learned a great deal from listening carefully. Most people never listen.
<RXUFXVWRPHUVDUHRQHRI\RXUELJJHVWDVVHWV7DNHWKHWLPHWROLVWHQWRWKHPO

76 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 retention Convention
n 2016

Dr Paul Bedford (UK) Dr Melvyn Hillsdon (UK)

Dr Niels Nagel (Germany) Molly Kemmer (USA) Selda Gamzeli (Turkey)

19-20th
0th May
ustin Court
ust
0 Cambridge
Ca S
Street
irmingham
rmingham B B1 2NP
reten
tention-convention.com Tiffeny Gould (UK) Arron Williams (UK)

Happiest Gym
Helping you provide an exceptional In Britain 2016
member experience
''I would denitely say,
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and clubs that are going the
Neil Godly
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Oxygen Fit
feel important, valued and
#FTU
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(ZN

supported on their tness
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'JUOFTT
"XBSET
journey.

Does this sound

ClubWise is more than a management system
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lity Enter now for your chance to
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 A WATTBIKE PROMOTION
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7KUHVKROG3RZHU)73VFRUHVDVZHOO for the individual user all their data with them wherever they go
DVWKHLUSHUVRQDOWUDLQLQJ]RQHV)URP DVZHOODVVKDULQJUHVXOWVWKURXJKVRFLDO

78 healthclubmanagement.co.uk April 2016 Cybertrek 2016

The app saves favourite
workouts, so these can
be loaded instantly

media channels, helping riders build a training

community... and healthy competition!
JOANNA ROWSELL-SHAND The app also introduces a library feature
where the user can see recently started
Olympic cyclist and Wattbike workouts and tests, as well as saving
ambassador Joanna Rowsell-Shand their favourites which can then be loaded
talks training and using instantly on the next workout.
the Wattbike Hub As consumers are now information-

I
hungry for trackable data, a new history
section is included to give a more detailed
train at the National Cycling Centre,
the home of British Cycling. We have breakdown of the workouts and tests that
a large squad based there and are have been performed.
VXSSRUWHGE\VRPHRIWKHEHVWVWD The Wattbike Hub is free to download
in the world, including physiotherapists, and available on iOS and Android, working
nutritionist and sports scientists. I train six on both tablets and smartphones. The open
days a week, usually twice a day, with a API will allow data to be shared across
combination of track sessions, gym sessions, personal tracking apps such as Strava. O
road rides and Wattbike sessions.
I then train on a Wattbike at home and
some of my hardest sessions are only 45
minutes long, but very intense. They are For visitors to FIBO, head to see the
JUXHVRPHEXWUHDOO\SD\R Wattbike stand to meet the team,
But whats key is having the Wattbike try out the bike and have a demo of
app keep an eye on my training, whether the new Wattbike Hub
Im at the centre or at home on my own,
especially when Im going full gas and cant
stop to think about keeping an eye on my
numbers. I can focus fully on training while
the app tracks everything Im doing. The app
sends the data to the cloud so I can access it
anywhere and analyse my session on the go. TEL: +44 (0)115 9455450
EMAIL: info@wattbike.com
WEB: www.wattbike.com

Cybertrek 2016 healthclubmanagement.co.uk April 2016 79

 Right on
TRACK
Many clubs still see activity trackers as a threat rather than an opportunity, but some operators
are now embracing this technology. Amanda Calder-McLarenQGVRXWKRZ

C
ES also known as the Consumer
Electronics Show is an internationally
renowned electronics and technology
trade show in Las Vegas, US, attracting
tens of thousands of visitors from all over
the world every January. The big boys of consumer
electronics Panasonic, Samsung and Apple among
A COMPLETE ONLINE SOLUTION
Mark Talley
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WKHPDOOOLQHXSWRDXQWWKHLUQHZJL]PRVDQG FRQQHFWLQJDFWLYLW\WUDFNHUVDQGWQHVVDSSVWRDPHPEHUV
shiny screens. But this year, the talk of the town was SHUVRQDOSUROHRQWKH(YHU\RQH$FWLYHZHEVLWH
unsurprisingly wearables. &RQQHFWHGDSSVDQGGHYLFHVLQFOXGH)LWELW6WUDYD5XQ.HHSHU
Wearables are nothing new pedometers and heart 0LVW*DUPLQDQGPRUHZLWKUHZDUGVLQFOXGLQJWKLQJVOLNHLQFHQWUH
rate monitors have been around for nearly 20 years GLVFRXQWVGULQNVIURPORFDOFRHHVKRSVDQGVXSHUPDUNHWYRXFKHUV
but the evolving technology is still a huge growth area, 7KHRQOLQH(YHU\RQH$FWLYHSODQQHUDOORZVSHRSOHWRSODQDQG
with three-quarters of online consumers saying theyre WUDFNWKHLUDFWLYLW\E\OLQNLQJWKHLUZHDUDEOHGHYLFHWRWKHHTXLSPHQW
OLNHO\WRSXUFKDVHKHDOWKDQGWQHVVWHFKQRORJ\LQWKH LQWKHJ\PDVZHOODVWKHLUPRYHPHQWRXWVLGHWKHFHQWUH
next 12 months (CES research). :HUHDOVRDGGLQJDQXWULWLRQDOHOHPHQWWRWKHKHDOWKDQGDFWLYLW\
Based on 2015 sales data, basic bands which consist KXEVRPHPEHUVZLOOEHDEOHWRVHHDOOWKHLUGDWDLQRQHSODFH
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lead the way. Sales of these wearable devices exceeded GLHWDQGHQKDQFHJRDODFKLHYHPHQW7KH\FDQHYHQJHQHUDWHDVKRSSLQJ
37 million units during 2015 (Canalys and IDC data), OLVWIURPWKHLUPHDOSODQRUKDYHLQJUHGLHQWVGHOLYHUHGWRWKHLUGRRU
ZLWK)LWELWFRPIRUWDEO\LQWKHOHDGZLWKPLOOLRQXQLWV 6WDHQJDJHPHQWLVYLWDOWRHQVXULQJZHIXOO\OHYHUDJHDOORIWKLV$OO
However, CES/ Consumer Technology Association RXUHPSOR\HHVKDYHDFFHVVWRWKHSURGXFWVWKURXJKWKHLUFROOHDJXH
research suggests that smartwatches will become the memberships, so they can incorporate them into their own exercise
purchase of choice going forward; according to Canalys, SURJUDPPHVZKLFKPHDQVWKH\UHIDUEHWWHUHTXLSSHGWRSURPRWH
$SSOHVROGRYHUPLOOLRQb$SSOHb:DWFKHVGXULQJ them to our members.
IDUH[FHHGLQJWKHbVHYHQPLOOLRQHVWLPDWHbIURP
November 2015. As the gadgets we already carry on
us watches and phones become ever more intuitive,
additional trackers are likely to become less necessary.
Data and insight are already proving powerful in
the hands of todays consumers, but the question
KDVWREHKRZDUHWKRVHDWWKHIRUHIURQWRIWQHVV
delivery embracing these innovations? The purchase
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exerts is generally happening away from gyms and
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WHFKQRORJ\LQWRWKHLUHYHU\GD\RSHUDWLRQVQGLQJD
way to link with the popular apps and wearables to
create something meaningful for the customer and
avoid becoming defunct as a business model?
We look at the steps some UK operators are (YHU\RQH$FWLYHVKXEOLQNVWRWUDFNHUVVXFKDV*DUPLQ
beginning to take

80 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 AC TI V IT Y TR AC K I N G

THE ABILITY TO
SHARE CHALLENGES
AND LEADER
BOARDS GETS
PEOPLE INVOLVED
Josh Kennedy
PHOTO: SHUTTERSTOCK.COM

THE PTS PERSPECTIVE

Josh Kennedy
Personal trainer,
Strength Matters

I have a few key apps that I think
all trainers should consider. I would
highly recommend The Training Notebook
app, for example its one of the more expensive
apps on the market, but is very easy to set up and use.
Assessment is essential and Id encourage all trainers and
coaches to assess their clients regularly. Someone much
smarter than me once said if youre not assessing, youre
MXVWJXHVVLQJb7KH7UDLQLQJ1RWHERRNDOORZV\RXWRDGG 6SHHGH[XVHV0<=21(
assessments and track clients progress through pictures
and simple graphs, which is fantastic.
7KHQWKHUHV6QDSFKDW,WLVQWVWULFWO\VSHDNLQJDWQHVV HEART RATE TRACKING FOR
app, but it has the potential to be really impactful. The A SAFER WORKOUT
immediacy, and the fact that Snaps only last 24 hours, Matt Bolam
keeps people coming back for content. Top trainers 7UDLQLQJPDQDJHU6SHHGH[
are sharing workouts, hints, tips and stories and getting SHHGH[DVDQH[HUFLVHFRQFHSWLVDOODERXW
people involved in their daily lives. [For more information,
WXUQWRRXUVRFLDOPHGLDLQXHQFHUVIHDWXUHRQS@
S high intensity interval training, so being able
to track users heart rates in real time is key. Weve
For customers, I would say that any app or wearable therefore invested in heart rate monitoring technology MYZONE,
than encourages them to move more and move better is to give our customers the most accurate data possible without
a great thing. Many of our team encourage their clients to WXUQLQJWKHWUDLQLQJURRPLQWRDVFLHQWLFODERUDWRU\
use Fitbit, as it tracks all the usual information like steps, MYZONE allows our customers to integrate their training
calories and heart rate but the key is community. With HDVLO\ZLWKWKHLUOLIHVW\OHbEHFDXVHWKH\FDQWUDFNWKHLUDFWLYLW\
the ability to share challenges and leader boards among outside the studio as well and also gives them the option to
friends and family, it gets people involved. WUDFNHRUWOHYHOVDQGSURJUHVVRYHUWLPH
Community is the future of apps and wearables. People Its a great coaching tool for our PTs too, not least because it
want to be part of a community, they want to belong
to something, and you only have to look at the success
of CrossFit to see this in action. Apps that keep people
HQJDJHGbWKDWNHHSWKHPFRPLQJEDFNDQGPDNHWKHP
feel part of something will be the most successful.
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means users are rewarded with points based on their personal
HRUWVRLWUHDOO\LVDOODERXWWKHLQGLYLGXDO7UDLQHUVFDQDOVRZRUN
alongside customers to ensure safe levels of intensity are reached,
and can match workouts directly to peoples personal capabilities.
Cybertrek 2016 healthclubmanagement.co.uk April 2016 81
 retention
Convention 2016 AC TI V IT Y TR AC K I N G

19-20th May

Dr Paul Bedford (UK)

Dr Melvyn Hillsdon (UK)

*//J\PVWDDUHWUDLQHGWRLQWHUSUHWGDWD

CLOUD-BASED FOR INTEGRATED SOLUTIONS

$QGUHZ-HV:DWWV
+HDOWKDQGWQHVVSURMHFWPDQDJHUGLL

Dr Niels Nagel (Germany)
W e want to provide a 360-degree solution for our customers,
and we achieve this through our link with Technogym and its
MyWellness Cloud and Key solution. This allows the customer to log all
their activity within the gym, while also linking with third-party apps such as
MapMyRun to give a more holistic view of activity levels.
6WDDUHUHTXLUHGWRDWWHQGRQJRLQJWUDLQLQJWRLQWHUSUHWWKHLQIRUPDWLRQJDWKHUHGDQG
SHUVRQDOLVHUHVSRQVHVDQGLQWHUDFWLRQVZLWKFXVWRPHUV,WSURYLGHVRXUVWDZLWKPRUH
insight into a customers overall activity behaviour and not just what happens within the
J\PRUOHLVXUHFHQWUH:HFDQWKHQWU\WRLQXHQFHEHKDYLRXUVRXWVLGHRIWKHWUDGLWLRQDO
Molly Kemmer (USA) workout environment and encourage customers to be more active more often, based on
their individual habits and goals.
Were also piloting Boditrax at a number of centres, integrating its body composition
PRQLWRULQJVROXWLRQLQWRRXULQFHQWUHDQGRQOLQHFXVWRPHUMRXUQH\bERWKDVDIUHHWRXVH
service and a paid-for service dependent on membership type. A main driver of member gym
YLVLWVLVWRORVHZHLJKWRUWRQHXSXVLQJ%RGLWUD[RXUWQHVVVWDFDQHGXFDWHFXVWRPHUVLQ
what these terms actually mean, set goals against targets, and get a better understanding of
how a change of activity can impact the members physical make-up. Well then analyse the
LPSDFWRIWKHSURGXFWIURPERWKDUHWHQWLRQDQGDQDQFLDOSHUIRUPDQFHYLHZSRLQW
Selda Gamzeli (Turkey) We believe that apps and the growth of the smartphone/watch will diminish the popularity
RIWKHFXUUHQWZHDUDEOHRHULQJ$WWKHVDPHWLPHZHEHOLHYHRXUW\SLFDOFXVWRPHULV
becoming more interested not only in activity data but in overall health and wellbeing
information diet, sleep, environmental factors and so on so we will continue to evolve and
collaborate to ensure end users needs are met. O

Tiffeny Gould (UK)

Arron Williams (UK)

Austin Court 0\:HOOQHVVWUDFNVDOODFWLYLW\

LQDQGRXWRIWKHJ\PE\OLQNLQJ
80 Cambridge Street
ZLWKDSSVVXFKDV0DS0\5XQ
Birmingham B1 2NP
retention-convention.com
FREE
to attend seminars hosted
by the industrys most
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30
cutting edge solution
providers on hand to
80%
of buyers have said
they prefer the
format compared to
discuss industry trends an exhibition
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OVER
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personalised itineraries
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sport professionals in
attendance to network
created for perfect
business collaboration and share best practice

1-2-1 RAISE THE BAR

meetings pre-selected
by you, to suit your needs IN 2016
7KH6SRUWV /HLVXUH)DFLOLWLHV)RUXPLVVSHFLFDOO\
designed to bring together the latest cutting edge
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and organisations.

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DQGERRNLQJV\VWHPVDUWLFLDOVXUIDFHVVLJQDJHHQHUJ\
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Limited complimentary places remain. KEEP UPDATED ONLINE

For further information, contact: sportsandleisureforum.co.uk

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e: leanne.webster@forumevents.co.uk forumevents

MEDIA & INDUSTRY PARTNERS: ORGANISED BY:

 Available
in print
& online

HEALTH CLUB MANAGEMENT

HANDBOOK 2O16
The 12th edition of the Health Club Management Handbook is a
comprehensive guide and reference tool distributed to industry operators, buyers
and suppliers and available at leading industry events, LIW, IHRSA, FIBO & SIBEC.

WHAT'S IN IT?

FOR INDUSTRY SUPPLIERS FOR INDUSTRY OPERATORS

Q Multiple listings of all industry suppliers by: Q Whos who? of key industry personnel in the
Q A-Z UK and Europe:
Q Phone book Q UK operators public, private and franchise
Q Web address book Q UK budget operators
Q Product selector Q European operators
Q Company proles including key information, Q Features and reference material
contact details, images of products and a
picture of your company contact Q Predictions for 2016 from key industry gures

Q Vertical strip adverts in the
address book section
BOOK YOUR COMPANY PROFILE NOW!
Call: +44 (0)1462 431385
Email: displaysales@leisuremedia.com
Q Consumer and industry trends for 2016
Q Industry statistics
Q Diary dates a guide to all industry events,
shows and networking opportunities
The Health Club Management Handbook
is available to purchase at 50
 AC TI V IT Y TR AC K I N G

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 A TECHNOGYM PROMOTION

UNLEASH
THE ATHLETE
INSIDE YOU
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WUDLQLQJPHWKRGVQHHGHGWREHWKHEHVW6.,//0,// is the newest power tool in its portfolio

INTRODUCING SKILLMILL SPORTSPECIFIC DESIGN BUILT TO RESIST

SKILLMILL was born from Technogyms
Olympic heritage, putting Athletic
Performance Training at its heart.
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a single solution. From sprinting to power
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MULTIDRIVE TECHNOLOGY
The MULTIDRIVE technology (Patent
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the athlete, putting them in total control.
Performance Training SKILLMILL is built
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reliability for any facility.
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SKILLMILLs easy to implement range of
training solutions.
BOOST YOUR BUSINESS WITH
CLASS TRAINING
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86 healthclubmanagement.co.uk April 2016 Cybertrek 2016

 SKILLMILL is ideal for
performance-orientated
class programmes

TRAIN ALL THE BODYS ENERGY SYSTEMS
SKILLMILL allows users to expand their work capacity by reinforcing the
main physical skills Power, Speed, Stamina and Agility.
organised in large groups and work together
as a team, bonding over the rigor of training
like professional athletes. Under the trainers
supervision, participants perform complete
functional sessions that help them become
stronger, faster, leaner and more agile.

PERSONALISE WITH SMALL

POWER
Using the high resistance mode SKILLMILL
users can dynamically increase their lower walking to full sprinting capacity without any
body power using exercises such as low,
high and lateral pushes and pulls
SPEED
The ability to quickly accelerate from
adjustments allows SKILLMILL users to carry
out speed work tailored to their ability
GROUP CIRCUIT TRAINING
The Small Group Training solution allows
a higher level of personalisation and is
therefore ideal for smaller groups such
as PT, strength and conditioning, and
rehabilitation. Trainers can deliver a varied
training experience aimed at improving
sport performance, power, speed, stamina
and agility in a motivating environment.
MAXIMISE YOUR INVESTMENT
WITH VIRTUAL TRAINING
The Virtual Training solution is ideal for
operators wanting to increase their service
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during non-supervised hours. Users can
choose from a set of virtual training video
programmes either individually or as part of
a class and can access these by scanning the
QR code on the SKILLMILL product.

TEL: +44 0800 316 2496

STAMINA
SKILLMILL allows users to increase both
aerobic and anaerobic capacity by performing
VSHFLFZRUNRXWVIRUVSHHGDQGVWDPLQD
EMAIL: uk_info@technogym.com
WEB: www.technogym.com/skillmill
AGILITY
Using agility drills SKILLMILL users can
improve neuromuscular co-ordination and
VSHFLFVSRUWVVNLOOVSHUIHFWLQJDELOLW\

Cybertrek 2016 healthclubmanagement.co.uk April 2016 87

 Pay back time: Rewards
PXVWEHGHVLUDEOHDQGZRUWK
PDNLQJWKHH[WUDHRUWIRU

ACTIVITY = REWARD
Are physical, tangible rewards the best way to get members to stick to their exercise routines?
Katherine Selby reports on the growing category of activity reward schemes

M
otivation is a tricky business. What gets
one person out of bed and into the gym, or
setting their alarm to book an exercise class,
will not get the next person moving.
But what if you actually reward people for being
DFWLYHbQRWMXVWDSDWRQWKHEDFNRUDUHOLDQFHRQ
Aspire trains disabled
ORQJWHUPZHLJKWORVVRUWQHVVJRDOVWRNHHSSHRSOH
people to become
motivated, but an immediate, tangible, material reward?
WQHVVLQVWUXFWRUV
'LHUHQWSHRSOHZLOORIFRXUVHEHPRWLYDWHGE\
GLHUHQWUHZDUGV6RPHZLOOUHVSRQGWRPRQHWDU\
incentives (discounts), others to material items
%XWSURYLGHGWKHULJKWUHZDUGVDUHRQRHUDQG
the activity levels needed to earn them are realistic
UHZDUGVFDQEHXVHGYHU\HHFWLYHO\LQJRDOVHWWLQJ
2HUDGHVLUDEOHUHZDUGWKDWVZRUWKPDNLQJWKH
H[WUDHRUWIRUbDQGLGHDOO\DOORZPHPEHUVWRWUDFN
progress, so they can see how close they are to
securing it and watch as people instinctively step
XSWKHHRUWWRUHDFKDUHZDUGWKDWKDVFRPHZLWKLQ
reach, boosting their activity further. The sense of
achievement is wonderful and addictive. Which is
good news for all concerned as the new goal is set, the
IUHHELHV6RPHZLOOEHPRWLYDWHGPRUHE\TXLFNZLQV
bDOLWWOHDQGRIWHQDSSURDFKZKLOHRWKHUVZLOOVDYHXS
UHZDUGSRLQWVIRUELJJHULWHPVOLNHWKUHHPRQWKVIUHH
gym membership or even a free wearable.
7KHWULFNLVWRRHUDUDQJHRIUHZDUGVWRPRWLYDWH
GLHUHQWSHUVRQDOLW\W\SHV
88 healthclubmanagement.co.uk April 2016 Cybertrek 2016
QH[WUHZDUGHVWDEOLVKHGDQGWKHHRUWUHGRXEOHG
Unsurprisingly then, exercise-related reward
schemes are growing in popularity, with many
combining sophisticated software platforms and clever
technology to deliver truly personalised programmes.
We look at some of the main players in the market.
 R E TE NTI O N S E R I ES

It all adds up: Regular gym

visits can bring great rewards,
such as free cinema tickets

Within ve months of launching Perkville at Xercise4Less, 2,036

members sent referral emails and 517 new members signed up
Marty Regan, sales director, Perkville

PERK UP!
Scheme: Perkville

F resh from the US, reward scheme Perkville is gaining

ground in the UK and looking to build its position
as a leading member retention and referral programme.
Participating clubs typically enjoy a 3040 per cent
Perkville registration rate among members, with 30 per
cent likely to refer a friend and a similar percentage staying
up to 45 days longer than non-Perkville members.
Were currently in 2,200 locations across 25 countries,
with several million registered club members actively using
the system, says Marty Regan, sales director at Perkville.
We launched in 2010 and set out to integrate with
club management software to automate the member
loyalty programme for club operators and members.
Our system rewards members for things like checking in
to the club, making purchases, posting on social media,
referring friends and more besides.
We entered the UK market in August 2014, launching
the Perkville Rewards System with Xercise4Less. Within
YHPRQWKVPHPEHUVVHQWUHIHUUDOHPDLOVWR
friends and 517 new members signed up to Xercise4Less.
Perkville has been a massive driver in improving our
KROLVWLFPHPEHUVKLSH[SHULHQFHFRQUPV-RH+DOOKHDG
of customer engagement for Xercise4Less. Not only has
it increased customer loyalty, but it has also driven our
ancillary revenue and maximised our engagement with
members on social media. Its been a game changer for us.
Free PT is a popular reward at Xercise4Less
Over 4,000 members have joined in the last year as
a direct referral from the Perkville platform. Weve also
seen thousands of free PT sessions redeemed, leading to
an increased use of our personal trainers.
Rewards typically include free passes for friends, PT
sessions, free memberships and discounts with preferred
suppliers so long as these discounts are better than
those that can be found elsewhere online.
The benefits of Perkville are three-fold, adds
Regan. Firstly, members are retained by earning
points for each visit to the club, so they come
PRUHRIWHQDQGVWD\ORQJHUb6HFRQGO\RXUUHIHUUDO
component drives members to refer friends for bonus
points. And thirdly, our members post on social media
about their experience, which drives more content on
both Facebook and Twitter.

Cybertrek 2016 healthclubmanagement.co.uk April 2016 89

 R E TE NTI O N S E R I ES
BOUNTY HUNTER
Scheme: bounts
B ounts is an increasingly familiar name in the UK
market, with around three million members and a
FRQVLVWHQWO\KLJKUDQNLQJRQWKH8.$SS6WRUHb
Launched in 2011, the exercise reward tracking app
allows members to receive reward points or bounts
for taking part in physical activity. The app links to activity
trackers such as Fitbit, Runkeeper and MapMyFitness to
NHHSDORJRIH[HUFLVHGRQHZHEHQDEOHGJ\PbHTXLSPHQW
such as Precor, Life Fitness and Technogym can also be
FRQQHFWHGVRDFWLYLW\GRQHRQWKLVHTXLSPHQWFRXQWV
towards your bounts tally. The bounts reward points can
then be redeemed as vouchers for things like the cinema,
IRRGRXWOHWVDQGVSRUWVVWRUHVb
Two recent studies from bounts make a good case
IRUFOXEVWRHQJDJHLQUHZDUGVFKHPHVWKH\VKRZ
people are twice as likely to keep using their gym
membership for 12 months or more when they belong to
ERXQWVb)XUWKHUPRUHERXQWVKDVEHHQVKRZQWRPRWLYDWH
WRWDOO\LQDFWLYHSHRSOHLQRQHSURJUDPPHSHUFHQWRI
its users referred by GPs and deemed by the GP to be
inactive completed a 12-week exercise plan, compared
WRRQO\SHUFHQWRISHRSOHZKRZHUHQWVLJQHGXS
to bounts making this a great tool to help keep new
PHPEHUVRQWUDFNLQWKRVHFULWLFDOUVWIHZPRQWKV
bounts is very rewarding for users, while operators gain
valuable insight into their members patterns of behaviour
85 per cent of bounts users referred by GPs completed a
12-week exercise plan, versus only 25 per cent of people
who werent signed up to bounts Danny Woods, retention manager, bounts
IN FINE FETTLE
Scheme: Fettle
F HWWOHLVWKHODWHVWSURJUDPPHWRHQWHUWKHWQHVV
industry following a successful pilot with CrossFit
in the UK. We put our money where our mouth is,
says Brent Kelly, Fettle CEO. We believe that healthy
behaviour deserves healthy rewards, so weve put
together a top-class package of perks and treats from
IUHHFRHHDQGFLQHPDWLFNHWVWRKHDYLO\GLVFRXQWHG
J\PPHPEHUVKLSVDQGWQHVVHTXLSPHQWWRNHHSRXU
customers happy and productive.
As a pioneer in the health protection industry, were
using the latest digital technology to incentivise and
reward our members for making healthy choices. Our
XQLTXH$FWLYH&UHGLWVV\VWHPLVDWRWDOJDPHFKDQJHU
activity converts to credits which can be cashed in against
WKHFRVWRIDJ\PPHPEHUVKLSRUWQHVVHTXLSPHQW
To date, over 1,300 CrossFit members have cashed in
more than 600,000-worth of rewards through Fettle
Brent Kelly, Fettle CEO
90
Equipment such as Precor can be connected to bounts
both inside and outside of the club, their venue dwell
times, activity choices and durations, says Danny Woods,
UHWHQWLRQPDQDJHUbDWERXQWV
We can personalise the programme by sending
bespoke, in-app messages to members mobiles on behalf
RIWKHRUJDQLVDWLRQ7KHVHPLJKWRHUGLVFRXQWVRHUV
within venues reduced tennis court fees, for example
or promote products such as PT sessions.
We have a number of operators using bounts
organisations as diverse as the Lawn Tennis Association
(LTA), Everyone Active, Cancer Research UK and the RFU.
Meanwhile, Gladstone Health & Leisure integrates
bounts into its existing membership software and online
ERRNLQJV\VWHPVb,WFDQEHXVHGWRSURPRWHTXLHWHUWLPHV
IRUH[DPSOHRHULQJH[WUDSRLQWVIRUDWWHQGDQFHGXULQJ
TXLHWHUGD\VWLPHVRUWRGULYHLQWHUHVWLQVSHFLFFODVVHV
meaning we keep our members healthy, protected and
UHZDUGHGZKDWHYHUWKHLUWQHVVSUHIHUHQFH
&URVV)LWPHPEHUVORYH)HWWOH&URVV)LWVLWHVVLJQHG
XSZLWKLQWZRPRQWKVDQGZHKDGLQGLYLGXDOVZDQWLQJ
to sign up on Facebook on the day it launched. To date,
over 1,300 CrossFit members have cashed in more than
eZRUWKRIUHZDUGVWKURXJK)HWWOH
Now were seeing health club members taking an active
interest in their own exercise checking their heart rate,
being conscious of what theyre doing between exercise
sessions, and generally being more aware of the positive
impact their activity is having on their health.
:KHQ,UVWKHDUGDERXW)HWWOH,ZRQGHUHGZKHUHWKH
catch was, says Chris Templeman, director at CrossFit
&OLWKHURHWKHUVW&URVV)LWFOXEWRUHJLVWHU:LWK
\HDUVH[SHULHQFHLQWKHWQHVVLQGXVWU\,YHVHHQVRPH
gimmicky incentives. But Fettle is a great programme that
rewards people for being active and healthy.
 CREATING
BESPOKE
RECEPTIONS

Ridgeway were heavily involved in the refurbishment of over twenty Fitness

First reception areas. They helped develop our key signature pieces by
building prototypes and supplying samples. Their knowledge of materials,
joinery and manufacturing allied to a rich understanding of the customer
experience proved a crucial asset, and contributed to the prompt roll out
of fully optimised reception areas across the estate. Were thrilled with the
nal product, and are delighted to recognise Ridgeway with the Fitness First
supplier award for delivering most outstanding service.
Harry Kay Property Director at Fitness First

tel 0870 420 7818 sales@ridgewayfm.com

Reception desks O iPad units O Wall panelling O Retail displays
 R E TE NTI O N S E R I ES
ACTIVITY-SPECIFIC
Schemes: Running Heroes & Bitwalking
W hile Perkville, bounts and Fettle have a broad
spectrum approach, rewarding most forms of
movement and activity, there are other points for
H[HUFLVHVFKHPHVWKDWRSHUDWHDWDQDFWLYLW\VSHFLFOHYHO
One of these, Running Heroes, harnesses the myriad
running apps and converts the tracked miles into reward
SRLQWV<RXVLPSO\FRQQHFW\RXUUXQQLQJDSSWR5XQQLQJ
+HURHVHQMR\\RXUUXQDQGVHH\RXUHRUWFRQYHUWHG
into points for some well-deserved rewards in the form
RIH[FLWLQJDQGH[FOXVLYHRHUVIURPRXUSDUWQHUVVD\V
4XHQWLQ$XEHUJHU8.FRXQWU\PDQDJHU
:LWKDURXQGEUDQGVOLQNHGWR5XQQLQJ+HURHV
such as Nike, adidas, Reebok, Saucony, Mizuno, Brooks,
ASICS and New Balance, as well as Holiday Inn, Spotify,
8EHU-DEUD8OWLPDWH(DUVDQG*RXVWRWKHUHUHDOO\LV
VRPHWKLQJIRUHYHU\RQH
5XQQLQJ+HURHVKDVPHPEHUVZRUOGZLGHDQG
VLQFHZHODXQFKHGLQWKH8.LQ-XQHSHRSOH
KDYHVLJQHGXSLQWKDWPDUNHW7KHDYHUDJHUXQLVDURXQG
YHPLOHVDQGWKHDYHUDJHUXQQLQJWLPHSHUZHHNDURXQG
WZRKRXUV&XPXODWLYHO\5XQQLQJ+HURHVPHPEHUVKDYH
covered a combined distance the equivalent of running
DURXQGWKHJOREHPRUHWKDQIRXUWLPHV
Running Heroes has 250,000 members
worldwide, and since we launched in
the UK in June 2015, 25,000
people have signed up
Quentin Auberger, UK manager, Running Heroes
92 healthclubmanagement.co.uk April 2016 Cybertrek 2016
Based on the success of the Running
Heroes rewards scheme, Skiing Heroes
and Cycling Heroes have also been created
+HFRQWLQXHV:HOOEHLQWURGXFLQJQHZIXQFWLRQDOLWLHV
YHU\VKRUWO\WRPDNHWKHSODWIRUPPRUHVRFLDO7KDWZLOO
LQFOXGHD6HVVLRQWRROWRQGUXQQLQJPDWHVE\FUHDWLQJ
\RXURZQVHVVLRQRQOLQHD&RPPXQLW\WRROWRQGDQG
DGGIULHQGVDQGD)RUXPWRH[FKDQJHWLSV,QDGGLWLRQ
weve just introduced Skiing Heroes and will be launching
&\FOLQJ+HURHVLQWKHFRPLQJZHHNV
Meanwhile Bitwalking is a new app that converts
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straightforward and rewards people for doing the simplest
IRUPRIH[HUFLVHZDONLQJ3HRSOHHDUQRQH%:IRUDERXW
HYHU\VWHSVWDNHQDQGFDQVSHQGWKHLU%:YLDWKH
LQDSSPDUNHWRUZLWKWKLUGSDUW\SDUWQHUV
Bitwalking is now looking for health club partners to
RHUVHUYLFHVVXFKDVDFODVVHVGD\SDVVHVRUDUHGXFWLRQ
LQPHPEHUVKLSLQH[FKDQJHIRU%LWZDONLQJGROODUV
Bitwalking is a truly global programme, with its roll-
RXWGLFWDWHGE\GHPDQGWKHFRXQWULHVZLWKWKHPRVW
UHTXHVWVZLOOJHWWKHVFKHPHUVW1HYHUWKHOHVVLWV
been designed with developing markets front of mind:
ZKLOHXVHUVLQ)LUVW:RUOGFRXQWULHVZLOOEHDEOHWRHDUQ
WKHPVHOYHVDIUHHFRHHRUWZRHDFKZHHNSHRSOHLQ
GHYHORSLQJFRXQWULHVZKRZDONIDUIXUWKHUHDFKGD\
RIWHQVLPSO\LQRUGHUWRVXUYLYHVXFKDVWRJHWZDWHU
FDQHDUQPDQ\PRUH%:DQGJDLQUHZDUGVWKDWZLOO
JHQXLQHO\WUDQVIRUPWKHLUOLYHV O
FIND OUT MORE
www.perkville.com
www.bounts.it
www.teamfettle.com
www.uk.runningheroes.com
www.bitwalking.com
SYNCHRONISING THE FM INDUSTRY

Personalised
itinerary
Face-to-face
meetings
11th & 12th July 2016
Whittlebury Hall Hotel
Northamptonshire
Overnight
accommodation
Meet with suppliers to discuss the
latest innovations, trends and
cost effective ways to
build your business.
Networking
For further information,
please contact Mick Bush
on 01992 374100 Dinner and
or email evening
mick.bush@forumevents.co.uk entertainment

Educational
Seminars

KEEP SOCIAL:

@FMforum #FMForum ForumEventsLtd

facilitiesmanagementforum.co.uk forumevents

MEDIA & INDUSTRY PARTNERS: ORGANISED BY:

T
TOM ORRO
ROWS

TOMORROWS FACILITIES MANAGEMENT

MEET UP
13th April 2016 | 6-9pm | Grace Bar, London
A 'Meet-Up' networking event with like-minded peers within the FM and Security industries.
Whether you are a buyer within facilities or security, we would love you to attend.

IN PARTNERSHIP WITH:
 A CFM PROMOTION
BOOSTING ACTIVITY
WITH CFM
&UHDWLYH)LWQHVV0DUNHWLQJKDVEHHQKHOSLQJRSHUDWRUVDWWUDFWQHZPHPEHUVIRU\HDUV
Director Dean GodfreyH[SODLQVKRZLWFDQPDNH\RXUEXVLQHVVPRUHSURWDEOH
A six-week campaign can attract 200500 new members on average
What does CFM do?
We help health clubs, leisure trusts
and multi-site operators to attract
new members through our innovative
0HPEHUGULYHFDPSDLJQVb:HVROGPRUH
than 30,000 memberships last year alone.
What does your Memberdrive
campaign involve?
Our Memberdrive is a marketing solution
that aims to increase your membership
EDVHERRVW\RXUPRQWKO\FDVKRZDQG
XOWLPDWHO\LPSURYHWKHSURWDELOLW\RI
\RXUIDFLOLWLHVE\WDSSLQJLQWRWKHLQDFWLYH
population in your local community.
5XQQLQJIRUIRXUWRVL[ZHHNVZH
SURYLGHDFRPSOHWHSDFNDJHIRU\RXU
sites incorporating telemarketing, direct
mail, guerrilla marketing and a corporate
outreach programme.
The campaign is run by a dedicated
CFM marketing manager working on-site
DORQJVLGHDb&)0VDOHVSHUVRQ
Our marketing campaigns are strategically
developed to tap into new markets and
PD[LPLVH\RXUEUDQGDZDUHQHVV7KLV
unique sales and marketing programme
94 healthclubmanagement.co.uk April 2016 Cybertrek 2016
JHQHUDWHVDGGLWLRQDOPRQWKO\FDVKRZIRU
\RXUKHDOWKDQGWQHVVFOXEVDQGSURYLGHV
VHFXULW\IURPORFDOFRPSHWLWRUV
$VQDWLRQDOSDUWQHUVRIWKHJRYHUQPHQWV
&KDQJH/LIHVFKHPHZHFDQDOVRXVH
&KDQJH/LIHEUDQGLQJRQDOODGYHUWLVLQJ
PDWHULDOVDQGFDQIRVWHUGLUHFWUHODWLRQVKLSV
with other partners such as Tesco and Asda
who may be located in your area.
I already have a membership
WHDPKRZZRXOG,EHQHW
from CFMs sales consultants?
5HFUXLWHGIRUWKHLUH[SHULHQFHHGXFDWLRQ
and work ethic, our sales consultants
KDYHZRUNHGLQFOXEVRIDOOVL]HVDQG
GHPRJUDSKLFVRYHUFRPLQJWKHVSHFLILF
FKDOOHQJHVIDFHGE\HDFKSDUWLFXODUVLWH
WRDWWUDFWKXQGUHGVRIQHZPHPEHUVLQ
MXVWVL[ZHHNV7KLVJLYHVWKHPXQLTXH
LQVLJKWDQGH[SHULHQFHWKDW\RXURZQ
VDOHVWHDPFDQOHDUQIURP
7KHUROHRIWKHGHGLFDWHG&)0PDUNHWLQJ
manager is to manage the promotion,
implement guerrilla marketing initiatives and
give regular updates to the club manager on
WKHGD\WRGD\SURJUHVVRIWKHFDPSDLJQ
7KHDVVLVWDQWVUROHLVWRPHHWJUHHWDQG
WRHQUROWKHSURVSHFWVJHQHUDWHGIURP
the marketing campaign onto a long-term
membership. Together, they manage the
entire process leaving the club to work with
their new members.
How many new members are
you able to attract?
2QDYHUDJHRXUFDPSDLJQVDWWUDFW
QHZPHPEHUVLQVL[ZHHNVJHQHUDWLQJRXU
FXVWRPHUVEHWZHHQeDQGe
per month. We agree a promotional
membership price and terms with you.
0HPEHUVKLSVDUHIRUDRUPRQWK
term, giving you regular, long-term income.
:HWDNHDVKDUHRIDQ\PRQWKO\LQFRPH
generated, which will depend on the pricing
structure agreed with you.
What are the risks?
7KHUHLVQRQDQFLDORXWOD\IRU\RXUFOXE
:HSD\IRUDOOWKHPDUNHWLQJFRVWVDQG
DVRXUPRGHOLVVHOIIXQGLQJWKHUHLVQR
QDQFLDOULVNIRU\RX
We have helped thousands of clubs
secure new memberships, including:
Wigan Leisure Trust
Finesse Leisure
Brentwood Leisure
Best Western Hotels
Champneys
Croydon Park Hotel
3-1-5 Health & Fitness
Clarion Hotels
Seaham Hall
Four Seasons Hotel
TEL:
+44 (0)115 777 3333 (option 2)
EMAIL:
uk@cfm.net
WEB:
www.cfm.net
 What would 300 new
members mean to you?

315 NEW MEMBERS AND OVER

300,000 IN REVENUE
Partnering with CFM proved to be a great success boosting memberships in 2
selected resorts during tough market times.
The association with CFM and Change for Life has raised the awareness of the
Champneys brand positively in the local community by encouraging many to
exercise who have not used the gym/Club before.
The organisation and professionalism of the CFM staff are excellent. The
support has far exceeded expectations. Time is taken to understand the brand
and even provide sales training to help maintain sales after they left.
Highly recommended.

WE HAVE FILLED HEALTH CLUBS WITH AN

EXTRA 10,000 MEMBERS THIS YEAR SO FAR.

Want more members? Call : +44 (0) 115 777 3333

Get the experts in. Email: uk@cfm.net

CE LE B RATIN G 2 5 YEA RS
I N T HE F ITN ESS IN DU STRY
 Killing the clich
Mark Hutcheon, strategy director for ukactive, looks at how a number of UK
fitness brands changed the conversation in their January 2016 ad campaigns

S
RPHWKLQJVLJQLFDQWKDSSHQHGLQ
January as the UK gym industry
spat out the clich of New
Year, New You resolutions
to go conversational. Some even went
controversial. We witnessed a welcome
reframing of the message and a gear-shift
in terms of positively changing attitudes to
exercise a rejection of the New Years
resolution clich in favour of joining in
with consumer conversations about life,
commitment, dating, achievement and
feeling part of something much bigger.
And when brands start having these
sorts of conversations, rather than just
selling to people, interesting things start to
KDSSHQ0RUHSHRSOHMRLQLQJHWWDQG
ultimately delay the onset of the lifestyle
diseases bankrupting the NHS.
:KLOHVWLOOHDUO\GD\VXQRFLDOHYLGHQFH
suggests the sector had a very strong
January for joiners, validating this shift in
marketing strategy.

AND THE WINNERS ARE

So who triumphed in the January
campaigns? Equinox, the New York palace
RIYDQLW\RSWHGIRU*XFFLVW\OHHURQWHU\
with fashion-photographed weirdness and
nudity brought together under the appeal
to commit to something.
At the luxury end of the market, the
buyer is anti-conformist and the idea
wrapped up in this campaign is a very real
FRQWHPSRUDU\VRFLDOGLOHPPDLQDXLG
social world, what we are committed to?
Virgin Active, for me, takes the honours.
Its Weve Got a Workout For That
campaign had trademark cheeky Virgin
humour and a central promise that this is
New Yorks Equinox
opted for attention-
grabbing imagery
the club for the life you want to live. Dating,
Instagram and looking good go together
so why not correlate them. Ive found the
J\PVHFWRUWRRRIWHQDIUDLGWRQGLWVYRLFH
outside of the narrow language of getting
W0RUHRIWKLVSOHDVH9LUJLQ
Fitness First, through its Australian arm,
got in on the act with its How did I get
here? campaign, inviting intrigue from
Virgin Actives campaign
reached beyond the safe
WKHPHRIJHWWLQJW
new users by showing real members living
a more interesting life in the moment.
Scenarios included the 75-year-old
grandma on a night out in a gay club, and
the woman climbing halfway up a sheer
FOLIDFH3URYRFDWLYHRXWVLGHRIWKH
narrow gym conversation and invitational
to the curious consumer.
:KDWRIWKHEXGJHWJ\PWLWDQV"3XUH
Gym let us know everyone is welcome
DQG7KH*\P*URXSDVNVXVWRQGRXU
WMXLFHGXSZLWKWKHVHEUDQGVFRPSHOOLQJ
product proposition of no contract, 24-
hour access, great facilities and all for a
surprisingly small price tag.
An honorary mention to Kwik Fit and its
IUHHPLQXWHWQHVVFODVVFDPSDLJQWR
help customers lose their spare tyre, by
using a spare tyre. Genius.
)LQDOO\3URWHLQ:RUOGSOD\HGDJDLQVW
brand and went with a safe, derivative
new year, new you message perhaps
SXWRE\VIXURUHRYHULWVEHDFK
body campaign though we were
distracted from the banality of it by the
XVHRI,QVWDJUDPVWQHVVPRGHOV

96 healthclubmanagement.co.uk April 2016 Cybertrek 2016


Fitness Firsts How did I get here?
campaign used images of members
living a more interesting life
Marketing thats positive, conversational, strikes
a chord, is shareable and enables me to join in
looks like a new blueprint for promoting activity
Events like Color Run and Tough
Mudder appeal to consumers desire
for more meaningful experiences
Cybertrek 2016 healthclubmanagement.co.uk April 2016
U K AC T I V E U PDAT E
SO WHAT?
Well, on one level, these ad campaigns
demonstrate that the gym brands
and owners want to connect to their
customers beyond providing access to a
building. Up to 50 years ago, activity was
a necessity many jobs were physical
or our recreation of choice. Today it
competes as just another leisure choice,
and frankly not that appealing compared
to the pub, a box set or Call of Duty.
7KHWUHQGIRUWQHVVDVH[SHULHQFHV
Color Run, Tough Mudder partly shows
the way. Brands are rejecting transactional
communications wrapped up in self-help
messages and appealing to consumers
emotions. Sport Englands This Girl Can
campaign turned the premise of how to
market exercise upside down. Despite a
vague call to action, it triumphed.
Marketing thats positive, conversational,
VWULNHVDFKRUGZLWKPHRULGHQWLHVZLWK
my desires or fears, thats shareable and
enables me to join in, looks like a new
blueprint for promoting physical activity. O
ABOUT THE AUTHOR
Mark Hutcheon is strategy director
at ukactive and a former global
comms director at Fitness First
Group during its successful rebrand.
Public Affairs Media Partner
97
 A TVS PROMOTION

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us about the past year?
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100 healthclubmanagement.co.uk April 2016 Cybertrek 2016

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We still havent moved the needle

on obesity and physical inactivity.
Why? What havent we tried?
What could we do better?

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is growing, and what people are craving

experience one that will have a lasting
impact for your members.
EXOS/MediFit is a global tness
and wellness management
company that works in spheres like
corporate wellness. What makes a
successful corporate programme?
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and wellness strategies havent enjoyed
long-term success. Today, the data is
showing that its not just one thing that
PDNHVDGLHUHQFH5DWKHUVXFFHVVUHTXLUHV detract from your core business and be
a layered, multi-faceted approach one
thats supported by a culture with aligned
values, and one that produces measurable
and sustainable results.
Weve also discovered that reward
systems that are balanced between
extrinsic and intrinsic motivation, and
buttressed by environmental and social
support, produce better outcomes than
RQHVWKDWUHO\VROHO\RQQDQFLDOLQFHQWLYHV our partners care-abouts, and on providing
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programming and physical environment
that provide the motivation, inspiration and traditional club model, but sometimes we
convenience for employees to work out
at work, as well as helping them remain
connected to achieving their goals even
when theyre not at work.
What advice would you offer
club operators wanting to
tackle the corporate sector?
Keep in mind that what works in a traditional
health club setting may not translate
seamlessly to a corporate environment. You
need to do your homework to determine if
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outcomes that are expected in an on-site
facility, and in a way thats scalable.
Also, ask yourself if pursuing corporate
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honest in your response.
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on balancing a number of critical factors,
including the member experience, the
team members roles in providing it, the
sustainability of the experience, and the clubs
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As a management company, though, we
function as a partner. We focus on each of
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deliver value via programmes or technology.
We also focus on the scalability of our
solutions and resources in order to produce
a broader, sustainable impact.
Finally, what advice would you like
to offer the next chair of IHRSA?
My advice would be to continue to
challenge the thinking of the leaders of our
industry and of the association. Think
bigger. Think differently. And, when we
know better... do better! O
A longer version of this article appears in the
April 2016 edition of IHRSAs CBI magazine.
A BO UT I H R SA
Founded in 1981, IHRSA the
International Health, Racquet &
Sportsclub Association is the
only global trade association,
representing more than 10,000
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suppliers worldwide.
To learn how IHRSA can help
your business thrive, visit
Locate an IHRSA club at
www.healthclubs.com
Health Club Management is IHRSAs
European Strategic Media Partner

Cybertrek 2016 healthclubmanagement.co.uk April 2016 101

 AN OJMAR PROMOTION

GET SET FOR

2 17
From spring 2017, the pound coin changes to a new 12-sided coin. Are you ready?

T
he Royal Mint made its last circular
coin in January. The impact on the
leisure industry will be wide ranging,
especially in locker management.
Current 1 coin return locks will in the main
NOT work with the new coin, which is a
VOLJKWO\GLHUHQWVL]HDQGVKDSH
Bev Sharpe from Ojmars UK agency
Simple Locking Solutions Ltd answers
questions from various sport and leisure
operators on how the change from the old
to new coin could be an opportunity for
change in their clubs.

What can I do now?

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to work with both coins, with a new
distinctive decal and a new shape lock body
to avoid confusion. 5),'ORFNVDUHDSHUIHFWUHWURW

Do I have to change all my locks?

No, Ojmar locks have removable cylinders
which can be used in a new style lock body.
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Cant my locks be adjusted?
Many Ojmar locks sold over the past 10
years were supplied with adjustable coin
slots and these will be able to be adjusted
with a tool template, new coin slots and
decals so theres no need to replace locks
or lock bodies. Contact us for details on
how to identify an adjustable lock.
Would this be a good time to
change away from coin locks?
There has never been a wider range of
Ojmar locks as an alternative to the more
traditional coin locks.
We are on a really tight budget
what other products would
you recommend?
Our Hasp lock is a simple but attractive
robust alternative to the coin lock which
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lock footprint.
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revenue in my club?
Our range of card/coin or coin retain locks
are the simplest options.
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opportunity to allow members free locker
access but to charge a small fee to non-
PHPEHUVWKHUHIRUHLQFUHDVLQJWKHEHQHWV Ojmars new Dual coin lock is
of membership) and helping to pay for suitable for old and new coins
locker room maintenance.

102 healthclubmanagement.co.uk April 2016 Cybertrek 2016

3+2726+877(5672&.&20
Ojmar locks for 2016 work with both the new and old 1 coin
Ojmars NFC Programmer is a
popular choice for leisure sites
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with wristbands?
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secondary spend and allows you to change
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Gladstone access / membership bands,
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Cybertrek 2016 healthclubmanagement.co.uk April 2016 103
There has never been a wider
range of Ojmar locks
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Why not start with a conversation to see if
you can improve the running of your facility?
Talk to us at Ojmar or to your locker
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more, or at Elevate London to discuss your
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TEL: +44 (0)1727 840513
EMAIL: sales@simplelockingsolutions.co.uk
WEB: www.ojmar.com
TWITTER: @OJMAR_Leisure
 INTRODUCING

ASSET MANAGEMENT

For over 45 years, Cybex has combined customer insight with
the latest technology to help customers succeed.
This year, were introducing Cybex Care, a web-based asset
management system that wirelessly collects cardio data,
then uses it to help save you money, reduce equipment
downtime and manage machine usage.
Get extensive insight on machine usage and member
preferences. See data as miles run or hours used. Even
project six-month patterns. Use this information to rotate
low and high use equipment, keep your equipment in top
condition, and ensure that your members are getting the
best workout experiences possible.

Managing your equipment has never been so simple. From

your personal dashboard, keep track of equipment case
status, usage trends and upcoming tasks.

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Experience Optimise Performance Maintenance & Service Ownership New standard features
By measuring usage With advanced cardio Determine an optimal Through regularly complement Cybex Care,
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that your equipment is equipment running /&+011%/,2$% and the rotation of low cardio equipment even
optimally positioned perfectly and prevent instructional videos and and high use machines, better: power cord
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T: 0845 606 0228 W: www.cybexintl.com @CybexUK

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Cybertrek 2016 healthclubmanagement.co.uk April 2016 105

CREATE A
PERFORMANCE
TRAINING SPACE
Our NEW modular HD Athletic Racks
and Rigs are designed to let you build
unique training areas that are efcient,
effective and exciting

LifeFitness.co.uk
Life@LifeFitness.com | 01353 665507
2016 Life Fitness and Hammer Strength, a division of Brunswick Corporation. All rights reserved. Life Fitness and Hammer Strength are registered trademarks of Brunswick Corporation.
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Cybertrek 2016 healthclubmanagement.co.uk April 2016 107

 ENGAGE YOUR MEMBERS.
TAKE OUTDOOR TRAINING INDOORS.

mywellness
open platform

THE NEW UNITY CARDIO CONSOLE PUTS RUNNING ON THE RIGHT TRACK

MyRunning Logbook enables your members to track any outdoor run using their
favourite mobile training app or device and reproduce it on all Technogym treadmills
equipped with the Unity console thanks to the integration with the mywellness open
cloud platform. Members will be able to fully recreate their outdoor run indoors - including
intervals, pace and speed - and work on improving their previous performance.

technogym.com/unity
 SU PPL I ER S H OWC A S E

Health checks
King Alfred Sport Centre 1610 has worked with Technogym to create a technology-focused dual-use site

ing Alfred Sports Centre 1610

K opened in December 2015,

following a 450,000 investment to
transform it into a state-of-the-art health
and wellbeing centre. Technology and
innovation are key to this dual-use centre,
which is open both to students of King
Alfred School and members of the public,
so the centre has been equipped with the
latest interactive Technogym equipment.
One of 1610s key objectives is to
provide a personalised experience for
its members. The integration of Tanitas
professional body composition monitors
with Technogyms cloud-based platform
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holistic approach to its members health.
When a new member signs up, they
immediately begin 1610s six-stage
KickStart programme, and the Tanita
is an integral part of this programme,
providing a wealth of baseline data which
helps shape the members goals and
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of the curve, adopt new trends and create
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we immediately built it into our business
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addition to the member journey and a members (GP referral clients or self-
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Sixty-two per cent of members with monitor their progress.
mywellness accounts at King Alfred have After the initial KickStart programme
used Tanita since the centre opened in and review, members can pay 10 to be
December. Beyond its integration within provided with a full reading of their data
the KickStart programme, the Tanita and a review of their existing programme..
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driver. We constantly see how
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level member experience b7LP1LJKWLQJDOH
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at King Alfred 1610 also recognise the
opportunity to have a positive impact on
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motivation and adherence to their training
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www.technogym.com

Cybertrek 2016 healthclubmanagement.co.uk April 2016 109

Cybertrek 2016 healthclubmanagement.co.uk January 2016 49
 WQHVVNLWQHW
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We take a look at some of the latest innovations in strength equipment from around the world
EGYM ADDS ISOKINETIC MODE

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measurement results and the ability to measure strength in joints.
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players in mind to train for power and acceleration but also for the
assessment of older populations and those recovering from injury.
Isokinetic training can help
reduce stress on joints fitness-kit.net EGYM

PLATE-LOADED FROM PRECOR

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Strength range. The angled leg press, hack squat, power rack, half rack and
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designed for precise body positioning. The hack squat seat design places the
user in an upright position, while the resistance load is placed directly on the
hips to recruit lower body muscles. The power rack enables the use of items
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like bands, chains and battle ropes alongside traditional power rack exercises,
additions to
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the Discovery
Series range fitness-kit.net PRECOR

LIFE FITNESS GETS ATHLETIC

Life Fitness will be unveiling its new Hammer Strength HD Athletic Series
at FIBO 2016. Designed for facilities and clubs wanting to create a modular
strength training space, the equipment has been designed in response to the
growing trend of Olympic lifting.
The HD Athletic line consists of a half rack, Power Rack and half rack/
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ons for small group training needs from school level through to sports
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The HD Athletic Series
launches at FIBO fitness-kit.net LIFE FITNESS

Inspiration: NAUTILUS INSPIRATION

Improved
biomechanics The Nautilus Inspiration line has been redesigned with modern aesthetics and
uniform towers, as well as improved biomechanics to capture natural human
movement. Many machines also have increased functionality, allowing for
both bilateral and unilateral movements, while converging and diverging arcs
provide a natural motion.
Other design features make the machines easy to use, including a lock and
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stretch and range of motion controls.

fitness-kit.net CORE

Cybertrek 2016 healthclubmanagement.co.uk April 2016 111

 Directory
To book your space call the sales team on +44 (0)1462 431385

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COPYRIGHT NOTICE
Health Club Management is published 11 times a year by The Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this
publication are those of the author and do not necessarily represent those of the publisher The Leisure Media Co Ltd. All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the
copyright holder, Cybertrek Ltd. Printed by Warners Midlands PLC. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. Cybertrek Ltd 2016
ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to Health Club Management, log on to www.leisuresubs.com or email subs@leisuremedia.com
or call +44 (0)1462 471930. Annual subscription rates are UK 45, Europe 57, rest of world 80, students (UK) 22.

Cybertrek 2016 healthclubmanagement.co.uk April 2016 115

 R E S E A RCH
Judgement call
Obese people see distances as further and hills steeper than their
slimmer counterparts, researchers in the US have discovered
Obese people believed an object
25m away was actually 30m away
S
cientists have shed new light on
the challenges facing exercise
professionals in getting the
population moving, after new
research has found that obesity causes
people to see distances as farther and hills
steeper than they actually are.
The findings of the study which was
published in the journal Acta Psychologica*
in March 2016 paint the picture of
a vicious circle, whereby various types
of exercise are perceived to be more
challenging as a persons weight increases.
Points of view
For the study, three researchers two
from Colorado State University and one
Youre not seeing the world as it is youre
seeing the world in terms of your ability to act.
Its a vicious circle for people with obesity
*Witt, J et al. Perceived distance and obesity: Its what you weigh, not what you think. Acta Psychologica. Volume 165. March 2016
116 healthclubmanagement.co.uk April 2016 Cybertrek 2016
Edited by Katie Barnes. Email: katiebarnes@leisuremedia.com
from Purdue University, US carried out
tests on 66 random volunteers.
In one experiment, the people were
asked to judge the distance of a cone that
was located 25m away. The researchers
found that a 21-stone person saw the
distance as 30m, while a 9-stone person
saw that same distance as 15m.
In another test, people were asked how
steep they thought a nearby hill was. The
heavier people thought the incline was
greater than their slimmer counterparts
which may be one explanation as to why
heavier people are often more likely to
take a lift rather than the stairs.
Youre not seeing the world as it
is youre seeing the world in terms
of your ability to act, says Dr Jessica
Witt, a psychologist at Colorado State
University who presented the findings
at the American Association for the
Advancement of Science in February.
Perceptual bias
We think these perceptual biases can create
a vicious circle for people with obesity. It is
conscious perception of the world, adds
Witt. But its not based on conscious
perception of the body or feelings of laziness.
The phenomenon is thought to stem
from a survival mechanism in early
humans, designed to quickly evaluate our
ability to tackle testing situations. However,
the reflex appears to be counter-
productive in persuading overweight
people to be more active.
The researchers suggest setting
easier targets for obese people who
are starting out on exercise regimes,
to avoid early discouragement. Using
telescopic glasses to change distance
perceptions was also mooted.
AT&T 10:27 82%

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